Škoda is temporarily renaming the Peak District National Park to the ‘Peaq District’ to launch its new seven-seat electric SUV.

The campaign celebrates the upcoming launch of the Škoda Peaq, the brand’s first seven-seat electric SUV, which opens for orders in August.

The week-long marketing takeover, running from 27 July to 2 August 2026, coincides with the 75th anniversary of the national park. The campaign aims to boost outdoor tourism after Škoda research revealed that 29% of UK adults have never visited any of the country’s 15 national parks.

Bespoke Peaq District signage will appear across the national park throughout the campaign week.

To coincide with the campaign, visitors can get free bike rentals at the Parsley Hay Cycle Centre during the takeover week using the code SkodaPeaqDistrict.

The Peaq is the largest and most spacious model in the brand’s lineup. With a driving range of up to 390 miles, and a length of nearly 4.9 metres, it offers seating for up to seven adults.

It also comes with up to 2,075 litres of luggage capacity with the second and third rows of seats folded flat, which is enough for eight large suitcases, according to Škoda.

Eric Boutin, director of Škoda UK, said: “The new all-electric Škoda 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. Cycling has always been part of Škoda’s DNA – after all, the brand started life on two wheels – and that heritage still shapes how we think about mobility today.”

Many of the UK’s national parks are free to enter and enjoy, yet Škoda research suggests there is still confusion around how they are accessed and how many exist. The study found that 37% of people believe visitors must pay to enter national parks, while 18% think there are more than 20 designated parks in the UK, rather than the 15 that exist.

Awareness of individual national parks is also limited. When asked to name them, most respondents could only recall a small number, with the Lake District (47%) and the Peak District (42%) the most widely recognised.

While awareness of the UK’s national parks is mixed, those who do visit tend to return regularly. More than half (53%) have visited a national park within the past year, while 10% say they have explored more than half of all 15 national parks in the UK.

Phil Mulligan, chief executive, Peak District National Park, said: “As the stewards of this incredible part of the UK, we want to make it as accessible as possible to as many as people as possible. Whether that’s walking some of our beautiful pathways or cycling the many bike trails we have, we want more of the visitors to the Peaq District to understand and appreciate its natural beauty.”