It sounds like the USB drive doesn't have the drivers to boot the other macs. :-(
The fastest path forward is to simply erase install a basic Snow Leopard OS onto the failed macs. While this is happening, do download the 10.6.8 Combo update to your USB drive just in case it's needed.
Don't bother running the updates unless the Lion installer forces you to get to a higher version than your 10.6 installer delivered.
Once you boot into Snow Leopard - you can try again to mount the USB and execute the Lion upgrade package. I don't know if it runs well from the USB or needs to be copied to the internal boot drive.
There's a little uncertainty in my brain - so I don't want to write too much without making sure this makes sense to you.
As an alternative - you could try instead to transfer the recovery partition, but this may not be universal (include the drivers the older macs) either.
There is a step-by-step recipe here for copying any bootable volume to one file on a USB drive.
If you are curious or feel it's worth a shot, image the recovery partition from your Lion mac.
You should be able to boot from DVD and use disk utility to make an equivalent partition on the "non bootable" mac and drop the recovery data to get a minimal bootable system and avoid a full Snow Leopard install.
Unless you are familiar with Disk Utility and the steps to capture, the reinstall option might be more likely to succeed on first attempt. I certainly don't know if this partition is customized by Lion and not universal so I've made it an aside for the curious.
Seeking clarification
Please add to the opening question a note of whether the panic occurs during:
a) the preparation stage of installation (before the first automated restart of the system)
or
b) post-preparation, the installation stage (between the first and second automated restarts).
Logging the preparation and installation stages of installation
Screenshots at http://www.wuala.com/grahamperrin/public/2011/08/01/a/?mode=gallery demonstrate the Installer Log window in foreground whilst Mac OS X Installer runs — the installation stage.
During either stage (preparation or installation) you can present a log window by keying:
With luck, you might see — possibly greyed-out beneath the foreground detail of the panic — the point at which panic occurs.
At the root of the volume to which installation is attempted: if installation fails you may find a directory:
Mac OS X Install Data
Within that directory, a log. If present, that log may be informative to you, but not as useful (to readers here) as the .panic file.
PRAM, kernel panic information and the .panic file
Apple's Mac OS X: What's stored in PRAM tells us that recent kernel panic information is stored in PRAM. If the first normal start following a panic does not present the customary dialogue, you should wonder whether/how that information was lost from PRAM.
If the kernel panic occurs during the installation stage — and if the subsequent start defaults to attempt continuation of the installation, or Mac OS X Utilities (not a normal start) — and if you are without an obvious interface to kernel panic information — then my hunch would be that whilst started in that special mode, the path to which a .panic file might normally be written is read-only …
… if that's the case and if you're comfortable at the command line, maybe start in single user mode following the panic then use the following command to see whether panic information is legible on screen:
nvram -p
(For the number of ifs above, apologies!)
Best Answer
If you were to purchase Lion from Apple, then a requirement to install would be to have Snow Leopard already installed. In other words, the DMG file only offers an upgrade to Lion. You probably can not use the DMG file to create a bootable installer. You can read the requirements from this Apple website.
You would not need a Apple ID to install Snow Leopard, but the installer will still ask. You can decline to give an Apple ID if you wish. Snow Leopard was released on a DL DVD. Apple still sells Snow Leopard DVDs, but you can also download an ISO from the internet. There are plenty of websites that explain how to make a bootable USB Snow Leopard installer. I have not tried any of these methods. If you succeed, then maybe you could post a method that works.
Once you have Snow Leopard installed, you should install all the available Snow Leopard updates. This would update Snow Leopard to OS X 10.6.8. From here, you could upgrade to Lion by using your DMG file. Or, you could open Safari and search for the Apple website where you can download a free upgrade to El Capitan.