Could be a bit like QBP though. Surly, Salsa etc are all (more or less) allowed to develop their own brand. Or maybe this change is at the behest of Dorel.
True, but Salsa and Surly do occupy slightly diverse niches, and where they do overlap it’s overlapped with obvious cost savings eg Surly tyres and rims on Salsa bikes, and I bet a lot of the OEM kit is identical with just branding changes, along with tubesets, fittings etc. So they fit together well as brands because they’re similar.
The Dorel brands are really more diverse so it seems odd that they wouldn’t milk that by having a range all the way from steel hardtails to aluminium to carbon. I can’t imagine they’ll be making a steel GT so now they’ve just got a choice of aluminium charges GT’s or cannondales.