The Peak District is temporarily being branded in connection with a partnership with Skoda, the Czech car manufacturer. Multiple reports say the arrangement results in the area being renamed “the Peaq District” for a period of time, linked to the launch or promotion of Skoda’s new electric SUV. The branding change has drawn criticism from some visitors, who accuse the national park area of “selling out” and expressing concern about commercial influence on a well-known public landscape. The reports characterize the backlash as coming from “furious” visitors, who object to the use of a car firm’s name and marketing tied to the park’s identity. The coverage centers on the existence of the paid partnership and the resulting temporary name change tied to the Skoda campaign. The sources do not provide details on the length of the branding deal, the cost, or an official response, focusing instead on the renaming and the reaction it prompts.