It addresses Alfa's biggest problem with customers: perceived unreliability. People don't believe that Alfa's cars are reliable, and as long as they'll keep avoiding Alfas because they're "unreliable", they'll never know better.
Warranty differs from country to country (It's 4 years in Germany right now, was 5 in Ireland a couple of years ago, but might have changed since). 24 months is the minimum that every manufacturer has to offer under EU law.
They were doing this in the Uk at the end of 2011. I remember because it was just after I bought my new Giulietta .
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