Make sure the bobbin winder is not in the "go" position. The new electronic machines do make some strange noises. When in doubt, take it back to the dealer & have them listen. Unfortunately, sometimes, it's like the child who's temperature goes down as soon as she walks int he doctor's office.
My 730 had a very high pitched sound that I only heard when free-motion quilting. It comes and goes and the techs never hear it...music, audio books, tv, anything to cover up the noise!