Schwinn
I was talking to my roommate the other day and we talked about how we had Schwinns when we were younger, then moved onto Peugeots, and then gave up biking for a while.
The high-end road market is so endorsement heavy that to enter into it requires a huge influx of cash and R&D generally. The low-end crap market is a whole different game of cost margins and volume.
While you can compete in both, the advantages are mainly in the deals you can get buying huge volumes of other parts (like Shimano gruppos...).
I think the Peloton is a pretty nice bike, but I am not sure that I would buy it over a Pedalforce or some other generic CF frame, since that appears to be what it is.
Then again, I think the touring craze of the 80s will probably return as those bikes generally make more sense of people than race bikes.