Furious visitors have accused the Peak District of 'selling out' following the national park's paid partnership with a car firm. Under a brand deal with Skoda, the Peak District has been temporarily renamed 'the Peaq District' after the Czech car manufacturer's new electric SUV. Peak District National Park has not disclosed the partnership fee, but described it as 'a reasonable amount' which 'greatly helps the authority to deliver important work'. National parks campaigner Tom Laws 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.' 'It's a temporary celebration of a truly special place, and it doesn't change the name of the Peak District.'