Pedor is a brand of bicycles and cycle components produced by Novitas Fabrik Elektrischer Apparate A.G. of Zürich, Switzerland. I believe that the Pedor brand was probably owned by Novitas, and was probably used in the important Italian market. What exactly the word 'Pedor' means is fantastically unclear to me.

I further guess that Mercier was licensed to use the 'Mercier' and 'Valor' brands for the same products in the French market. And that 'Cross' was the brand used for these products in the various German-speaking markets.

The key word here is 'guess'.