cupidity \kyoo-PID-uh-tee\, noun:

Eager or excessive desire, especially for wealth; greed; avarice.

Cupidity ultimately comes from Latin cupiditas, from cupidus, "desirous," from cupere, "to desire." It is related to Cupid, the Roman god of love.

Myself, I have always believed that BMWs achieve their presence (and their grip on the collective imagination and cupidity of the middle classes) because they combine an athletic, masculine bulk and stance with feminine details and lines.

-- Stephen Bayley, "The evolution of the curve", Independent, October 22, 1998