Equipo ViaParaguay
On August 13, 2026, the first stone was laid for a new Porsche Center in Villa Morra, on a full city block acquired for the project in one of Asunción's most expensive neighborhoods. This isn't the brand's arrival in Paraguay: Porsche already operates in the country, with sales on Aviadores del Chaco avenue and a service center on Eusebio Ayala avenue. What's starting now is construction of a new building, under the global corporate concept "Destination Porsche," on a plot far larger than the one it occupies today.
Laying a first stone is the formal ceremony that marks the start of construction; in this case, it kicks off the building work on the block already acquired.
What "Destination Porsche" Is
"Destination Porsche" is the retail identity the German brand has been rolling out across its dealerships worldwide: a unified building format and brand experience, regardless of country. In Latin America, the first one opened in 2023 at the Porsche Centre San Ángel in Mexico City. The first one built from scratch under that concept in the region opened in 2024 in Pilar, Argentina. The Villa Morra project follows that same corporate line.
The Plot: Project Numbers
The Porsche Center's plot covers 7,574 sq m within a complex that totals more than 15,000 sq m. Diesa, the brand's importer, estimates a construction timeline of about 24 months from the start of works. Neither Diesa nor Porsche Latin America disclosed the investment amount or the number of jobs the project will create: neither figure was made public.
For Asunción's real estate market, the project is an uncommon signal: an international brand buying a full city block in Villa Morra for its own development, rather than leasing an existing space. Deals of this size, from this kind of buyer, are rare on this corridor, and they work as a value reference for the whole area: buying, rather than leasing, and at that scale, is exactly the kind of transaction that underpins the per-square-meter reference price cited by surveys of the area.
Villa Morra, Within Asunción
Villa Morra is a neighborhood in south-central Asunción, along the Mariscal López / Aviadores del Chaco corridor, near Shopping del Sol. It's an area with a heavy concentration of corporate offices, malls, private schools, and restaurants, and it functions as one of the capital's most established commercial and services hubs. According to a survey by Place Analyzer, it's one of the city's most expensive neighborhoods, along with Manorá and Las Lomas: square-meter prices near Shopping del Sol range between USD 1,900 and USD 2,500. For anyone new to the market, our guide to Asunción's neighborhoods covers profile, property type, and reference prices for each part of the city.
Diesa, 28 Years as Porsche's Importer
Diesa has been Porsche's exclusive importer in Paraguay for 28 years. The company was founded in 1953 by Miguel Carrizosa Alfaro, starting with the Volkswagen import contract. Today it represents more than 20 brands, including Volkswagen, Audi, Porsche, Škoda, Scania, MAN and Volkswagen trucks, Case, and Honda motorcycles and power products: a portfolio that spans passenger cars, trucks, motorcycles, and heavy equipment. Miguel Carrizosa, Diesa's president, said at the event: "The new concept aims to connect customers with the brand even further."
Also attending the groundbreaking was Thomas Illner, president and CEO of Porsche Latin America since March 1, 2026, who said: "This first stone marks the beginning of a new chapter and reflects the confidence we have in this market." Also present were Gordon Kricke, Germany's ambassador to Paraguay, and Álvaro Grau, a member of Asunción's municipal council. The Diesa and Porsche listings are available in ViaParaguay's directory.
A Wave of International Brands in Asunción
The Villa Morra project joins a string of international brand openings in the city during 2026. Swedish retailer H&M is opening its first Paraguay store at Paseo La Galería, covering 2,245 sq m, expected in the third quarter of the year. Spain's Adolfo Domínguez has already opened in Distrito Perseverancia. And Uruguay's Tranquera invested USD 350,000 in its first store outside Uruguay, also in Asunción. The pace of these openings lines up with the investment grade rating Paraguay holds with Moody's and S&P — the score rating agencies assign to a country's ability to honor its debt — a data point brands typically weigh before entering a new market.
The Auto Market, in Context
Vehicle imports are projected to grow between 10% and 15% in 2026 compared to 2025, with the Toyota Hilux as the country's best-selling imported model. There are no public, broken-out figures for the luxury or premium segment in Paraguay, so the new Porsche Center can't yet be read against a market number specific to that segment.
Gordon Kricke, Germany's ambassador, attended an event led by a German brand with more than seven decades of history in the country through its importer. Readers looking to go deeper on the relationship between Germany and Paraguay, beyond the automotive angle, can check our guide on Germans moving to Paraguay.
Even without a market figure specific to the luxury segment in Paraguay, the combination of a full-block purchase, an international brand, and a location in one of the capital's three most expensive neighborhoods is, on its own, a transaction with weight in Asunción's real estate market. For questions about real estate investment in Villa Morra or anywhere else in Asunción, ViaParaguay's team is available through contact.