Each industry has its own standard modus operandi, so, not knowing anything of the product:
First off, you answered your own question: "A newly formed...", Are they proven? Will they be here after they take the money? Will they get parts, and how fast and at what discount? Check the really fine print and make your own contract transperant!
To put a clause into the contract is totally fair, as long as your laws allow it! But still, you need to play this carefully, it could put some people off.
Also, you could try and convince your employer (and all the other suppliers/competitors) to extend the warranty out to 2, 3x existing warranty periods, starve them out
Good luck, E