We should all be well used to these sort of false identities of course, they've existed for many decades. Remember the "Austin", "Morris", "Riley and "Wolseley" Minis? And the "Hillman" and "Sunbeam" Imps. And today we have clones and near clones from VW, sold as Volkswagen, Seat, Skoda and even Audi models.
The cycle industry has gone the same way.