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On older cars he was doing that because the badges are one of the places where rust starts: drops of water stay there longer.
On recent ones (or on the Espace which has a plastic body) it is not really useful, he just does not like to have badges, writings, etc. on his cars. On his Peugeot 106 Rallye he removed the colored stripes too.
I fact I am the exact opposite. When I see a car without a badge, I feel bad that it doesn't have it, as I want cars to be intact.
On top-of-the-range BMWs, Audis, etc. it is not uncommon to remove the badges, often this is asked by the owner when buying the car.
In French it is the 1st one, but the "on" is a different song hard to explain as it does not exist in English.
I guess that in Spanish it would be also the 1st one.