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I believe de-badging started in Germany in the 1970s recession and fuel crisis.
The big bosses didn't want the workers to know they had a 450 SEL 6.9, so in some cases the 6.9 came off, in some the 450 SEL as well, and some went even further and added 280 S badges instead.
I believe the next big event was in the UK in the 1990s, maybe other countries as well, where the done thing to show your status and importance was to have a BMW 3 Series, BUT you didn't want to advertise the fact that it was a povvo spec 316i, so off came the badges.
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