Lordstown Motor Corporation, which saw a spurt in the price of its stock earlier this week, saw the value of shares begin to tumble on Thursday.

The price of LMC’s RIDE shares rose from $6.86 a week ago to a high of $11.63 on Wednesday following the company’s announcement on Monday that it planned a week-long event in June offering analysts, investors, and customers a tour of their Lordstown headquarters and test drives of their all-electric Endurance pickup truck.

On Thursday, RIDE stock fell, closing at $9.7.

Several analysts attribute the decline to several factors, including the unveiling of Ford’s new electric version of its popular F-150.

Investment reporter Dan Weil writes in The Street that an analysis from Wolfe Research found that the Endurance’s $52,500 price tag will not be competitive with the F-150 Lightning’s price points of $39,900 and $49,900.

“Lordstown probably won't be able to match that, at least not profitably, which is why its stock price fell Thursday morning,” writes Senior Auto Specialist John Rosevear for the Motley Fool.

Lordstown Motors has in the past said that the Endurance is designed for commercial fleets, in contrast to pickup trucks marketed to the consumer market.

In addition to possible price advantage, Ford has a reputation and legacy as one of the world’s most renowned automakers.  The day before the unveiling, President Joe Biden was shown on national media test driving Ford’s Lightning.

Lordstown Motors has suffered some publicity issues this year beginning when word leaked out that an Endurance prototype burst into flame during a test drive in January and a report from Hindenberg Research questioning the veracity of LMC’s claims that it had 100,000 pre-orders for the Endurance.

Since then, investors have filed class-action suits against Lordstown Motors alleging violation of Security and Exchange Commission rules. One lawsuit claims that four LMC executives engaged in insider trading.

Lordstown Motors CEO Steve Burns revealed that an SEC investigation is underway as well.

In addition to promising cooperation with the SEC probe, Burns has vowed to challenge the lawsuits, saying the company expects to begin production of the Endurance in September.