Context: How Bolsa de Valores de Asuncion works, and what it makes issuers disclose · Paraguay on the LatAm Power Map
For 87 years, a Paraguayan family company has quietly put the tractors in the fields, the JCB diggers on the building sites, and the Chevrolets on the streets of one of South America’s fastest-growing economies — and it is listed on the stock exchange while remaining almost unknown outside its home market.
| Key Facts — De La Sobera Hnos S.A.E.C.A. | |
|---|---|
| Full name | De La Sobera Hermanos Sociedad Anónima Emisora de Capital Abierto |
| Ticker / exchange | SOB / Bolsa de Valores de Asunción (BVA), Paraguay |
| Headquarters | Avda. Santa Teresa 3100 esq. Concejal Vargas, Asunción, Paraguay |
| Sector | Commercial — vehicles, agricultural & construction machinery |
| Employees | Not published in available sources |
| Market value (market cap) | Not published in available sources |
| Yearly sales (revenue) | Not published in available sources (see note below) |
| Net profit | Not published in available sources (see note below) |
| Net margin | Not published in available sources |
| Return on equity | Not published in available sources |
| Price-to-earnings | Not published in available sources |
| Dividend yield | Not published in available sources |
| Website | delasobera.com.py |
What it is
De La Sobera is the Paraguayan distributor of Massey Ferguson tractors and harvesters, JCB construction machinery, Chevrolet, Renault, and other vehicle brands — effectively the company that keeps Paraguay’s farms running and its cities being built.
Beyond the core distribution business, the group includes DLS Rent a Car (vehicle rental), DLS Motors (LS agricultural machinery), DLS Technology (infrastructure and software), and DLS Broker (risk analysis and insurance advisory), making it a diversified commercial conglomerate in miniature.
The company has commercial offices in Asunción, Hernandarias, Santa Rita, Encarnación, Bella Vista, Katuete, Guajayvi, and Loma Plata, with sales agents covering J.E. Estigarribia, Pedro Juan Caballero, Neuland, Filadelfia, and Friesland — reaching the entire agricultural geography of the country.
Who owns it
The company was founded in 1947 as a limited-liability firm (S.R.L.) by the brothers José and Octavio de la Sobera, originally in the construction-materials trade. The founding year is also cited as 1938, which the company itself uses for its 85th and subsequent anniversaries; 1938 likely marks the start of trading activity, with the formal incorporation following later.
The De La Sobera family remains the controlling force. The legal form — Sociedad Anónima Emisora de Capital Abierto (S.A.E.C.A.) — requires the company to file accounts with Paraguay’s securities regulator, the Comisión Nacional de Valores (CNV), and to have publicly tradeable shares; but the precise ownership split between family and free-float shareholders is not published in any source accessible at the time of writing.
Who runs it
Atilio Gagliardone serves as president of De La Sobera, the top executive position. The contrataciones.gov.py supplier registry — Paraguay’s official government procurement database — lists Bernardina Emilce Burgos de Fernandez, César Atilio Gagliardone Dos Santos, Divino José Martínez Viedma, and Gustavo Alexis Leith Piris da Motta as the principal officers on record.
Not published: the CFO and the full board composition are not disclosed in the BVA’s public filings page or the company’s own website, which carries no investor-relations section.
The money, in plain words
Not published: Revenue, net profit, total assets, net margin, return on equity, price-to-earnings ratio, and dividend yield are not available in any publicly accessible primary source — not on the Bolsa de Valores de Asunción’s issuer pages (searched directly at bolsadevalores.com.py/emisores), not on the CNV’s public portal at bcp.gov.py, and not on the company’s own website. Under Paraguay’s Law 5810/17 (Ley del Mercado de Valores), S.A.E.C.A.
companies are required to file audited annual accounts with the CNV; those filings are legally required but are not posted in a machine-readable or freely downloadable form on the public exchange or regulator sites at this time.
What the trade-data record does show is the scale of the import operation: De La Sobera recorded 43,588 import shipments from 306 suppliers, pointing to a high-volume, multi-brand procurement machine — consistent with a large-market distributor, though no revenue figure can be attached to that activity without the audited accounts.
What it is doing now
In June 2026, the Fundación José De La Sobera held its annual general assembly and published its 2025 Impact Report, a sign the family group is deepening its institutional presence in Paraguay’s civil society alongside its commercial operations.
The Bolsa de Valores de Asunción, where De La Sobera lists, launched a major technology upgrade in January 2026, implementing Nasdaq trading infrastructure and formally separating negotiation, clearing, and settlement functions for the first time, in line with international standards. That modernisation should, over time, improve price discovery and public data availability for every listed issuer, including SOB.
What to watch
- Financial disclosure. The single most important gap for any investor. The CNV is modernising reporting rules; if machine-readable filings become mandatory and publicly downloadable, De La Sobera’s revenue and margins will move from opaque to visible almost overnight.
- Paraguay’s farm cycle. Massey Ferguson tractors and harvesters are this company’s biggest ticket items. Paraguay is one of the world’s top soybean exporters; a commodity price swing or drought hits De La Sobera’s sales before it hits anything else on the BVA.
- BVA market upgrade. The switch to Nasdaq infrastructure in January 2026 is meant to bring Paraguay into international capital-market standards. Better liquidity and transparency benefit thin-float family stocks like SOB disproportionately — if the family ever chooses to sell down.
- Succession. With a founding family now in its third generation of leadership, governance transition is a structural question every closely held company must eventually answer publicly.
Sources
- De La Sobera — Official website (delasobera.com.py), accessed July 2026.
- Bolsa de Valores de Asunción — Emisores page (bolsadevalores.com.py), accessed July 2026.
- Dirección Nacional de Contrataciones Públicas — Supplier record: De La Sobera S.A. (contrataciones.gov.py), accessed July 2026.
- Revista PLUS — “De La Sobera celebra 85 años de trayectoria”, 22 September 2023.
- Fundación José De La Sobera — Official website (fundacionjosedelasobera.org.py), accessed July 2026.
- Banco Central del Paraguay — Bolsas de Valores y Productos / CNV regulatory framework (bcp.gov.py), accessed July 2026.
- Devex — De La Sobera company profile (devex.com), accessed July 2026.
- Market data: EODHD (no financials available for SOB.PY).
This is news, not investment advice.
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