The Lexus LS has not sold as well in Europe, where Lexus suffers from smaller brand recognition, image, and a less-developed dealership network.[101] In European markets, the Lexus LS has ranked behind Jaguar, Mercedes-Benz, Audi, and BMW in flagship luxury car sales.[102] Automotive analysts have suggested a possible rationale for the sales disparity, in that European buyers place less emphasis on vehicle reliability and have more brand loyalty to established domestic marques.[101] In contrast, the Lexus LS has ranked second in sales to the Mercedes-Benz S-Class (and ahead of rivals from BMW, Audi, and Jaguar) in markets outside Europe, such as South Africa.[103]