The Peak District National Park has temporarily renamed itself the "Peaq District" as part of a one-week promotional campaign with Czech car manufacturer Skoda. The new name reflects Skoda's latest all-electric SUV, the Skoda Peaq, which costs £50,000 and is set to open for orders in just over a month.
Signs were installed earlier this week as part of the campaign, which is set to run until August 2. However, the move has been met with scorn from many, including national parks campaigner Tom Laws, who told the BBC: "If national parks are prepared to sell their very name to the highest bidder, then we're already on the path to industrial extraction of the most protected landscapes."
Campaigners protest the rebranding
Campaigners have been photographed attaching a banner to the "Peaq district" road sign reading "national parks for sale, cash needed". Another held a sign stating "cash 4 parks" as they made a stand against the decision.
The Campaign for National Parks has warned that Government funding for National Park Authorities was cut by up to 9% over the 2026 financial year, contributing to a roughly 40% real-terms reduction in funding since 2010, pushing parks to seek alternative revenue.
Skoda and park officials respond
Eric Boutin, director of Skoda UK, said: "The new all-electric Skoda Peaq is the ultimate SUV for families with an everyday sense of adventure, and it fits perfectly with the ethos of the Peak District National Park. We’re passionate about encouraging more people to get outdoors and experience these incredible protected spaces." Skoda is offering free cycle hire to visitors during the promotional period at the Parsley Hay Cycle Centre.
Phil Mulligan, chief executive of the Peak District National Park, said the digital rebranding would last only one week, with six signs temporarily installed. He stressed the branding was designed to "spark interest and conversation about what value the national park offers" and to "engage new audiences".
