Extravagantly powerful and noisy engines helped make Ferrari the ultimate sports car brand. Now the company wants to persuade the superrich to buy a model with no engine at all.

The Italian carmaker this week started lifting the hood on its first fully electric vehicle, a yearlong project that has cost the brand hundreds of millions of dollars and promises to set a benchmark for how battery-powered sports cars should look, sound and drive.

…EVs pose a particular challenge for luxury sports-car brand, which say roar and rumble are central to their identities and appeal. Ferrari, perhaps more than any other automaker, has built its brand on internal combustion engines.

Ferrari said its EV wouldn’t mimic engine sounds, as some competitors have. Instead, it will pick up the sound of what it calls the “electric engine” and amplify it into the cabin to give the driver feedback when required.”

Maybe Ferrari is onto something but for many who adore their cars a Ferrari without a roar seems like a love sung played on a kazoo or a passionate love that goes unspoken, or a marriage without warmth and fire, or a honeymoon without a dessert, or a love poem written by autocorrect, or finally a romantic dinner on paper plates. It may all be there but it’s missing something essential.