They are licensed, yes. But, it is not a big leap to go from fine European craftsmanship to imported junk to crying foul whenever someone else sells the junk without paying the licensing fees.

What really is a trademark?

There is a marginal chain of custody for the Schwinn trademark from the 70's to the Asian imports carrying the Schwinn name today, but it is hardly more than a name.

Apparently Motobecane, Mercier, and Dawes trademarks lapsed, and the new bikes bearing those names are not licensed by the original companies.

Why not just give them names like Dengfu?