Ambassador | Fabian Holland Introduction

Cooke Howlison Toyota Partners with Rugby Star Fabian Holland

Dunedin, New Zealand – Cooke Howlison Toyota is proud to announce an exciting new partnership with Fabian Holland, one of rugby’s most inspiring rising stars. This collaboration celebrates not only Holland’s remarkable journey from the Netherlands to becoming a household name in New Zealand rugby but also reinforces our commitment to supporting local legends who embody determination, excellence, and community spirit.

From Holland to the Highlands: Fabian Holland’s Rugby Journey

Fabian Holland’s story is one of passion, perseverance, and an unwavering commitment to excellence. Born and raised in the Netherlands, a country not traditionally associated with rugby union, Holland’s path to the pinnacle of world rugby is nothing short of extraordinary. Growing up in Amsterdam, Holland was introduced to rugby at the age of twelve through a local club program. Despite rugby being a minority sport in the Netherlands, young Fabian was immediately captivated by the physicality, strategy, and camaraderie the game offered. His natural athleticism and determination quickly set him apart from his peers, and by his mid-teens, he was representing the Netherlands at age-grade international level. Holland’s performances for the Dutch national youth teams caught the attention of scouts from across Europe and beyond. His explosive pace, exceptional ball-handling skills, and rugby intelligence made him a standout player in a developing rugby nation. However, it was his decision to pursue his rugby dreams in New Zealand that would transform his career and life forever. In 2019, at the age of eighteen, Holland made the bold move to relocate to Dunedin, New Zealand, to attend the University of Otago and play for the university’s prestigious rugby program. The transition was challenging – adapting to a new culture, being thousands of miles from family, and competing in one of the world’s most competitive rugby environments. But Holland embraced these challenges with characteristic determination. “Moving to New Zealand was the hardest decision I’ve ever made, but also the best,” Holland reflected in a recent interview. “Rugby in New Zealand is not just a sport; it’s a way of life. The standard of play, the coaching, the culture – it pushed me to become a better player and person.” Holland’s time at the University of Otago proved to be transformative. Playing in the highly competitive Otago club rugby scene, he refined his skills and developed the physical and mental toughness required to compete at higher levels. His performances didn’t go unnoticed, and in 2021, he earned selection for the Otago provincial team, making his debut in the National Provincial Championship (NPC). Wearing the blue and gold of Otago, Holland quickly established himself as one of the competition’s most exciting young talents. His ability to break tackles, create opportunities for teammates, and perform under pressure made him a fan favorite at Forsyth Barr Stadium. Over two seasons with Otago, Holland scored numerous tries and consistently delivered match-winning performances that showcased his world-class potential. The next step in Holland’s journey came in 2023 when he earned selection for the Highlanders Super Rugby squad. Super Rugby represents the elite level of provincial rugby in the southern hemisphere, featuring the best players from New Zealand, Australia, Fiji, and the Pacific Islands. For Holland, it was the realization of a dream and validation of the sacrifices he had made to pursue rugby excellence.

Holland’s impact with the Highlanders was immediate. His debut season saw him feature prominently in the team’s attacking structure, with his pace and creativity from the wing causing problems for opposition defenses throughout the competition. His try-scoring ability and work rate made him an integral part of the Highlanders’ gameplan, and he quickly became one of the team’s most valuable players. The 2024 Super Rugby season proved to be Holland’s breakthrough year. He finished as one of the competition’s top try-scorers and was nominated for Super Rugby Player of the Year. His consistent performances throughout the season demonstrated not only his individual brilliance but also his ability to perform at the highest level week after week. Holland’s exceptional form for the Highlanders caught the attention of the All Blacks selectors, and in mid-2024, he received the call every rugby player dreams of – selection for the New Zealand national team. Making his All Blacks debut against Australia at Eden Park, Holland became one of the few Dutch-born players to wear the famous black jersey, a testament to his remarkable journey and unwavering dedication. His performances in the black jersey further cemented his status as one of rugby’s most exciting young talents. Holland’s ability to perform on the biggest stages, against the world’s best players, showcased the complete player he had become. His understanding of the game, combined with his physical attributes and mental toughness, made him a valuable asset to the All Blacks squad. The crowning achievement of Holland’s remarkable rise came at the end of 2024 when he was named World Rugby Breakthrough Player of the Year. This prestigious award recognizes the best emerging talent in world rugby, and Holland’s selection was a fitting acknowledgment of his extraordinary journey from Amsterdam to the All Blacks. He became the first Dutch-born player to receive this honor, inspiring a new generation of rugby players in the Netherlands and demonstrating that with dedication and sacrifice, anything is possible. “Receiving this award is incredibly humbling,” Holland said upon accepting the honor. “It represents not just my journey, but the support of so many people who believed in me – my family back in the Netherlands, my coaches and teammates in Dunedin and throughout New Zealand, and the rugby community that has embraced me. This is for everyone who has supported me along the way.”

Holland’s journey from the Netherlands to the All Blacks is a story of courage, determination, and the pursuit of excellence. His decision to leave his homeland as a teenager to chase his rugby dreams in New Zealand has paid dividends, and he now stands as one of the sport’s brightest young stars. As he continues to develop and refine his game, the rugby world watches with anticipation to see what he will achieve next.

Toyota New Zealand and the All Blacks: A Partnership Built on Excellence

Toyota New Zealand’s partnership with the All Blacks represents one of the most successful and enduring collaborations in New Zealand sport. This relationship, which has evolved over decades, reflects shared values of excellence, innovation, reliability, and a commitment to continuous improvement – principles that define both the Toyota brand and the All Blacks legacy. Toyota’s association with New Zealand rugby began in the early 1990s, and over the past three decades, this partnership has grown into one of the most recognizable brand relationships in the country. The All Blacks, with their legendary status in New Zealand and global reputation as one of sport’s most successful teams, align perfectly with Toyota’s positioning as a leader in automotive innovation and quality. The partnership goes far beyond simple logo placement and advertising. Toyota New Zealand has integrated itself into the fabric of New Zealand rugby at all levels, from grassroots community programs to the elite professional game. This holistic approach reflects Toyota’s understanding that supporting rugby means supporting communities, families, and the next generation of New Zealanders. One of the most visible elements of the partnership is Toyota’s vehicle sponsorship of the All Blacks team. The iconic sight of All Blacks players arriving at matches in Toyota vehicles has become synonymous with the team’s professionalism and preparation. This practical support ensures that players and staff have access to reliable, high-quality transportation, allowing them to focus on performance rather than logistics. Beyond the professional level, Toyota New Zealand has invested significantly in grassroots rugby development programs across the country. Through initiatives like the Toyota Grassroots Rugby Program, the company has supported thousands of young Kiwis to participate in rugby, providing equipment, coaching resources, and facility improvements to clubs throughout New Zealand. This investment in the future of the sport demonstrates Toyota’s long-term commitment to New Zealand rugby and communities. The partnership also extends to supporting rugby at the provincial and Super Rugby levels. Toyota’s backing of these competitions helps ensure the pathway from grassroots to the All Blacks remains strong and accessible to talented players from all backgrounds. This comprehensive support structure has contributed to New Zealand rugby’s continued success on the world stage. Toyota’s involvement in New Zealand rugby reflects the company’s broader philosophy of social responsibility and community engagement. As one of New Zealand’s leading automotive brands, Toyota recognizes its role in supporting the activities and institutions that matter most to New Zealanders. Rugby, as the country’s national sport and a significant part of New Zealand’s cultural identity, represents a natural and authentic partnership opportunity. The values that unite Toyota and the All Blacks are evident in both organizations’ approaches to excellence. The All Blacks’ philosophy of continuous improvement, embodied in the Māori concept of “whakairo” or constant refinement, mirrors Toyota’s world-renowned kaizen approach to manufacturing and business processes. Both organizations understand that sustained success requires dedication to improvement, attention to detail, and a commitment to excellence in everything they do. Innovation is another key value shared by Toyota and the All Blacks. Just as the All Blacks constantly evolve their playing style and tactics to stay ahead of the competition, Toyota continues to lead the automotive industry in developing new technologies and solutions. From hybrid technology to advanced safety features, Toyota’s innovation in vehicle design and manufacturing reflects the same forward-thinking approach that keeps the All Blacks at the forefront of world rugby. The partnership has also provided Toyota with unique marketing and engagement opportunities. The All Blacks brand carries enormous value both within New Zealand and internationally, and Toyota’s association with the team has enhanced brand recognition and loyalty. Marketing campaigns featuring All Blacks players in Toyota vehicles have become some of the most memorable and effective advertising in New Zealand, creating strong emotional connections between consumers and the Toyota brand.

Toyota’s support extends to the All Blacks’ international tours and tournaments, ensuring the team has access to reliable transportation wherever they compete around the world. This global dimension of the partnership demonstrates Toyota’s international presence and commitment to supporting the All Blacks on the world stage, just as the team represents New Zealand internationally. The partnership has weathered various challenges over the years, including economic downturns, changing consumer preferences, and evolving media landscapes. Through all these changes, the fundamental strength of the relationship has remained constant, built on mutual respect, shared values, and a genuine commitment to supporting New Zealand rugby and communities. Looking to the future, Toyota New Zealand’s partnership with the All Blacks continues to evolve. As the automotive industry transforms with the shift toward electric and hybrid vehicles, and as rugby adapts to changing player welfare concerns and competitive demands, both organizations are positioning themselves for continued success. The partnership will undoubtedly play a role in both Toyota’s and the All Blacks’ future strategies, continuing to deliver value to both parties and to New Zealand communities. The success of Toyota’s partnership with the All Blacks has also served as a model for other corporate sponsorships in New Zealand sport. It demonstrates that authentic, long-term partnerships built on shared values and genuine community engagement create far more value than short-term transactional relationships. This approach has helped establish best practices for sports sponsorship in New Zealand and beyond. As Toyota New Zealand continues to support the All Blacks and New Zealand rugby at all levels, the partnership stands as a testament to the power of alignment between brand values and sporting excellence. It represents a commitment not just to the elite level of the sport but to the grassroots foundations that make New Zealand rugby strong. Through this enduring partnership, Toyota has become woven into the fabric of New Zealand rugby culture, supporting the game that matters so much to so many Kiwis.

Cooke Howlison Toyota: Making Dreams Come True Through Mobility Solutions

For over four decades, Cooke Howlison Toyota has been more than just a car dealership – we have been a trusted partner in helping Otago and Southland residents achieve their dreams through reliable mobility solutions. Our commitment to customer service, community engagement, and supporting local legends reflects our belief that vehicles are not merely products but enablers of life’s possibilities. Founded in Dunedin, Cooke Howlison Toyota has grown from a single dealership to become one of the South Island’s most respected automotive retailers. Our success has been built on a simple philosophy: treat every customer as a valued member of our extended family and provide them with vehicles and services that genuinely improve their lives. This customer-first approach has earned us loyal relationships spanning multiple generations of Otago families. At Cooke Howlison Toyota, we understand that purchasing a vehicle represents a significant investment and life decision for our customers. Whether it’s a young family buying their first SUV to accommodate growing children, a tradesperson selecting a reliable work vehicle to build their business, or a retiree choosing a comfortable car for weekend adventures, we recognize that each purchase is connected to personal dreams and aspirations. Our team of experienced sales professionals takes time to understand each customer’s unique needs, lifestyle, and budget. Rather than pushing products, we focus on finding the right mobility solution that will serve our customers well for years to come. This consultative approach has helped thousands of Otago residents find vehicles that perfectly match their requirements, enabling them to pursue their goals with confidence. The range of vehicles we offer through Toyota provides solutions for virtually every need and lifestyle. From the practical and efficient Corolla, perfect for daily commuting and family use, to the rugged and capable Hilux, trusted by farmers and tradespeople throughout the region, to the innovative hybrid technology of the Prius and RAV4 Hybrid, which helps environmentally conscious customers reduce their carbon footprint – our diverse lineup ensures we can help every customer find their ideal vehicle. Our commitment to customer service extends far beyond the initial sale. Our state-of-the-art service center, staffed by factory-trained technicians using genuine Toyota parts, ensures that vehicles continue to perform reliably for years. We understand that our customers depend on their vehicles for work, family commitments, and daily life, so we prioritize efficient, high-quality service that gets them back on the road quickly.

Cooke Howlison Toyota has always believed in giving back to the communities that have supported our business. Our history of community partnerships and support for local initiatives reflects our commitment to being more than just a business – we strive to be an active and positive force in the Otago region. We recognize that strong communities create better quality of life for everyone, and we are proud to play our part in supporting local organizations, events, and individuals who make our region special. One of our most meaningful partnerships has been our longstanding support of local sports heroes and community legends. We believe in celebrating and supporting those individuals who inspire others through their achievements and dedication. These partnerships are not mere marketing exercises but genuine relationships built on shared values and mutual respect. A prime example of this commitment is our support of Anna Grimaldi, the Paralympic champion and one of New Zealand’s most inspirational athletes. Anna’s achievements on the world stage, including multiple Paralympic medals and world championship titles, have made her a role model for aspiring athletes throughout New Zealand. But more than her sporting success, Anna’s positive attitude, determination, and community engagement embody the values we celebrate at Cooke Howlison Toyota. Our partnership with Anna Grimaldi has involved providing her with reliable vehicles that support her training and competition schedule, but it has also been about celebrating her achievements and sharing her inspirational story with our community. Anna’s journey demonstrates that with the right support, determination, and resources, extraordinary achievements are possible – a message that aligns perfectly with our mission of helping people make their dreams come true through mobility solutions. Similarly, our new partnership with Fabian Holland represents another opportunity to support a local legend who inspires our community. Fabian’s remarkable journey from the Netherlands to becoming an All Black exemplifies the determination and courage that we admire. By supporting Fabian, we are not only backing a world-class athlete but also celebrating the values of hard work, perseverance, and the pursuit of excellence that define both his career and our approach to business. Our community partnerships extend beyond individual athletes to include support for local sports clubs, schools, charitable organizations, and community events throughout Otago and Southland. Whether it’s sponsoring a local rugby club’s youth program, supporting a school fundraising event, or contributing to charitable causes that help vulnerable members of our community, Cooke Howlison Toyota is committed to making a positive difference. Looking ahead, Cooke Howlison Toyota remains committed to our founding principles of excellent customer service, community engagement, and helping people achieve their dreams through mobility solutions. As the automotive industry continues to evolve with new technologies and changing customer expectations, we will continue to adapt and innovate while staying true to the values that have defined our business for over forty years. Our partnership with Fabian Holland represents an exciting new chapter in our history of supporting local legends and inspiring stories. Fabian’s journey from the Netherlands to the All Blacks demonstrates that with determination, support, and the right resources, extraordinary achievements are possible. At Cooke Howlison Toyota, we are proud to support Fabian as he continues his rugby career and to share his inspirational story with our community. Matthew Downing, CEO of Cooke Howlison Toyota, expressed his enthusiasm for the new partnership: “We are absolutely thrilled to partner with Fabian Holland. His journey from Amsterdam to the All Blacks is truly inspirational and embodies the values we hold dear at Cooke Howlison Toyota – determination, excellence, and the courage to pursue your dreams. Fabian has shown that with hard work and the right support, anything is possible. We are honored to support him as he continues to represent Otago, the Highlanders, and New Zealand on the world stage. This partnership reflects our commitment to supporting local legends who inspire our community and demonstrate what can be achieved through dedication and perseverance. We look forward to working with Fabian and celebrating his continued success both on and off the field.” As we celebrate this new partnership with Fabian Holland and continue our support of the All Blacks through our parent company Toyota New Zealand, Cooke Howlison Toyota reaffirms our commitment to the Otago community. We will continue to provide exceptional vehicles and service, support local legends and initiatives, and help our customers make their dreams come true through reliable mobility solutions. Whether you are in the market for a new vehicle, need expert service for your current Toyota, or simply want to learn more about how we support our community, we invite you to visit Cooke Howlison Toyota. Experience the difference that four decades of customer service excellence and community commitment can make. Let us help you find the perfect mobility solution to support your dreams and aspirations, just as we are proud to support local legends like Fabian Holland and Anna Grimaldi in achieving theirs.