Toyota Motor plans to sell around 10.4m vehicles worldwide in 2009, as demand increases in North America, China and other emerging economies, a Japanese business newspaper said on Wednesday.

Toyota, now rivalling General Motors as the world's biggest automaker by volume, is cranking up market share in mature markets such as North America and Europe with fuel-efficient cars such as the Prius hybrid and RAV4 crossover as well as entry into the North American full-sized pickup truck segment with the Tundra, the Associated Press (AP) said, citing the Nikkei daily.

The newspaper reportedly said the 10.4m target includes sales by subsidiaries Hino Motors and Daihatsu, and added that the plan would be announced at a briefing on 31 August.