The term debadging refers to the process of removing the manufacturer's emblems from a vehicle. Common emblems to be removed include the manufacturer's logo as well as the emblems designating the model of the vehicle.
Often debadging is done to complement the smoothed-out bodywork of a modified car, or to disguise a lower-specification model. Some people consider, when driving high-end luxury cars, to not "flaunt" the fact their car is any different from any other model and remove the badge. It is a common request for purchasers of high-end models of cars like BMW, Mercedes, Lexus, etc. to have the emblems removed.