New Volvo (and former VWoA) CEO Stefan Jacoby is (once again) targeting his former employer’s best selling Golf with an upcoming entry-level Volvo due in 2012. Autocar.uk reports that Jacoby has initiated a major reshuffling of Volvo’s future product line and brand positioning, which will now be (once again) based on the theme “functionality and Scandinavian elegance” and further away from sportiness. It appears this direction will also de-emphasize large CUVs, since developing a replacement for the elderly XC90 will give way (for now, at least) to the priority of a compact hatchback, which Volvo has not built since the (non-US) 1990 340 (above).

The upcoming Golf-competitor will presumably be based on the current C30, and not a new platform. But it will debut a new “face” for Volvo. Once again.