This is similar to what happened to OnePlus at OPPO. OnePlus was outshining OPPO in the global market - there was absolutely no way the OPPO brand could compete other than price, and its international expansion would have looked like a failure side by side. (Source: Worked there).

Happening to Skoda in Volkswagen - German managers were first forcing Skoda to have dumb design to not threaten VW/Audi, that didn't work, Skoda became the only profitable part of VW, now they are imposing 25% cost reduction at Skoda as well as the company "must save money", despite generating all the profit.