Thanks for the find, HP.
Still, a weird name for a company.
Maybe Lavio is Enimem fan?
But as a Swiss myself, I could image where the name comes from. My father often called me "Hirnverbrannt" (roughly meaning brain burned, the Swiss version of "brain damaged", or being an idiot) for riding motorcycles. It's not uncommon that when we do something that looks risky to others, someone calls them "hirnverbrannt". Driving a rallye car would strike many Swiss as that, being brain damaged. And sometimes folks even adopt the name they are being called just to defy other people. In some cases people have become famous just because of that.
As a company name, in Switzerland it should be OK. He'll only lose customers that would be a pain to deal with anyway. But he'll get more alternative customers, which don't trust the establishment.
Anyhow, self-deprecating names are part of our culture. However on an international stage, I agree it's not a good name. And in light of the sport he is invovled and that unfortunate accident, even less so.