A warranty is utterly worthless if there's no company to back it up. Would you trust a brand-new company to be around for 10 years if they offered a warranty that long?

For cars, at least, "discounted" repairs are pretty much impossible in the USA: manufacturers aren't allowed to own the service shops here, by law. The service has to be done by independent dealers. Of course, the manufacturer could heavily subsidize this service (by paying most of the cost directly to the dealer), but that's going to take away all their profits.