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<!--Date of creation: 02/01/2022-->
<!--Software architectural design and coding: Dipendra K. Singh-->
<!--Copyright (c) 2022 I-NET Business Solutions, Inc. All Rights Reserved.-->
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl_8be1d6" xml:lang="en-US">LIABILITIES &amp; STOCKHOLDERS' EQUITY (DEFICIT)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LiabilitiesCurrentAbstract" xlink:label="us-gaap_LiabilitiesCurrentAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrentAbstract" xlink:to="us-gaap_LiabilitiesCurrentAbstract_lbl_f0124c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl_f0124c" xml:lang="en-US">Current liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AccountsPayableCurrent" xlink:label="us-gaap_AccountsPayableCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AccountsPayableCurrent" xlink:to="us-gaap_AccountsPayableCurrent_lbl_86811f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AccountsPayableCurrent_lbl_86811f" xml:lang="en-US">Accounts payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AccruedLiabilitiesCurrent" xlink:label="us-gaap_AccruedLiabilitiesCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AccruedLiabilitiesCurrent" xlink:to="us-gaap_AccruedLiabilitiesCurrent_lbl_68117a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AccruedLiabilitiesCurrent_lbl_68117a" xml:lang="en-US">Accrued expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestPayableCurrent" xlink:label="us-gaap_InterestPayableCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPayableCurrent" xlink:to="us-gaap_InterestPayableCurrent_lbl_788e02" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestPayableCurrent_lbl_788e02" xml:lang="en-US">Accrued interest payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DueToRelatedPartiesCurrent" xlink:label="us-gaap_DueToRelatedPartiesCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DueToRelatedPartiesCurrent" xlink:to="us-gaap_DueToRelatedPartiesCurrent_lbl_6e7745" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DueToRelatedPartiesCurrent_lbl_6e7745" xml:lang="en-US">Related party payables</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeLiabilitiesCurrent" xlink:label="us-gaap_DerivativeLiabilitiesCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilitiesCurrent" xlink:to="us-gaap_DerivativeLiabilitiesCurrent_lbl_7ab266" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeLiabilitiesCurrent_lbl_7ab266" xml:lang="en-US">Derivative liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockSharesSubscriptions" xlink:label="us-gaap_CommonStockSharesSubscriptions" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesSubscriptions" xlink:to="us-gaap_CommonStockSharesSubscriptions_lbl_99e603" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesSubscriptions_lbl_99e603" xml:lang="en-US">Common stock subscriptions payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleDebtFairValueDisclosures" xlink:label="us-gaap_ConvertibleDebtFairValueDisclosures" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtFairValueDisclosures" xlink:to="us-gaap_ConvertibleDebtFairValueDisclosures_lbl_0cb0d1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleDebtFairValueDisclosures_lbl_0cb0d1" xml:lang="en-US">Convertible debenture payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockSharesSubscribedButUnissuedValue" xlink:label="us-gaap_PreferredStockSharesSubscribedButUnissuedValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesSubscribedButUnissuedValue" xlink:to="us-gaap_PreferredStockSharesSubscribedButUnissuedValue_lbl_05ad4c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesSubscribedButUnissuedValue_lbl_05ad4c" xml:lang="en-US">Preferred stock subscriptions payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NotesPayableRelatedPartiesClassifiedCurrent" xlink:label="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent" xlink:to="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent_lbl_f865f9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent_lbl_f865f9" xml:lang="en-US">Notes payable - current - related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NotesPayableCurrent" xlink:label="us-gaap_NotesPayableCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayableCurrent" xlink:to="us-gaap_NotesPayableCurrent_lbl_bf41a0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesPayableCurrent_lbl_bf41a0" xml:lang="en-US">Notes payable - current - non-related parties</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrent" xlink:to="us-gaap_LiabilitiesCurrent_lbl_4df895" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesCurrent_lbl_4df895" xml:lang="en-US">Total current liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LiabilitiesCurrent" xlink:label="us-gaap_LiabilitiesCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrent" xlink:to="us-gaap_LiabilitiesCurrent_lbl_22" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrent_lbl_22" xml:lang="en-US">[Liabilities, Current]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableRelatedPartiesLessCurrentPortion" xlink:label="sobr_NotesPayableRelatedPartiesLessCurrentPortion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableRelatedPartiesLessCurrentPortion" xlink:to="sobr_NotesPayableRelatedPartiesLessCurrentPortion_lbl_77cdfa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableRelatedPartiesLessCurrentPortion_lbl_77cdfa" xml:lang="en-US">Notes payable -related parties-less current portion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableNonRelatedPartiesLessCurrentPortion" xlink:label="sobr_NotesPayableNonRelatedPartiesLessCurrentPortion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableNonRelatedPartiesLessCurrentPortion" xlink:to="sobr_NotesPayableNonRelatedPartiesLessCurrentPortion_lbl_0b3633" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableNonRelatedPartiesLessCurrentPortion_lbl_0b3633" xml:lang="en-US">Notes payable -non-related parties-less current portion</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Liabilities" xlink:to="us-gaap_Liabilities_lbl_e46643" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_Liabilities_lbl_e46643" xml:lang="en-US">Total Liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_Liabilities" xlink:label="us-gaap_Liabilities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Liabilities" xlink:to="us-gaap_Liabilities_lbl_25" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Liabilities_lbl_25" xml:lang="en-US">[Liabilities]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockholdersEquityNoteAbstract" xlink:label="us-gaap_StockholdersEquityNoteAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquityNoteAbstract" xlink:to="us-gaap_StockholdersEquityNoteAbstract_lbl_0c4e17" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquityNoteAbstract_lbl_0c4e17" xml:lang="en-US">Stockholders' Equity (Deficit)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockValue" xlink:label="us-gaap_PreferredStockValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockValue" xlink:to="us-gaap_PreferredStockValue_lbl_264329" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockValue_lbl_264329" xml:lang="en-US">Preferred stock, $0.00001 par value; 19,300,000 shares authorized, no shares issued or outstanding as of December 31, 2020 and December 31, 2019</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockValue" xlink:label="us-gaap_CommonStockValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockValue" xlink:to="us-gaap_CommonStockValue_lbl_5b5db2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockValue_lbl_5b5db2" xml:lang="en-US">Common stock, $0.00001 par value; 100,000,000 shares authorized; 25,922,034 and 6,452,993 shares issued and outstanding as of December 31, 2020 and December 31, 2019, respectively, after 1-for-33.26 reverse stock split</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AdditionalPaidInCapital" xlink:label="us-gaap_AdditionalPaidInCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapital" xlink:to="us-gaap_AdditionalPaidInCapital_lbl_68ff91" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdditionalPaidInCapital_lbl_68ff91" xml:lang="en-US">Additional paid-in capital</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RetainedEarningsAccumulatedDeficit" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RetainedEarningsAccumulatedDeficit" xlink:to="us-gaap_RetainedEarningsAccumulatedDeficit_lbl_b65a58" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit_lbl_b65a58" xml:lang="en-US">Accumulated deficit</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TotalSobrSafeIncStockholdersEquityDeficit" xlink:label="sobr_TotalSobrSafeIncStockholdersEquityDeficit" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TotalSobrSafeIncStockholdersEquityDeficit" xlink:to="sobr_TotalSobrSafeIncStockholdersEquityDeficit_lbl_035f11" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TotalSobrSafeIncStockholdersEquityDeficit_lbl_035f11" xml:lang="en-US">Total SOBR Safe, Inc. stockholders' equity (deficit)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_MinorityInterest" xlink:label="us-gaap_MinorityInterest" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterest" xlink:to="us-gaap_MinorityInterest_lbl_561f7b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterest_lbl_561f7b" xml:lang="en-US">Noncontrolling interest</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockholdersEquity" xlink:label="us-gaap_StockholdersEquity" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquity" xlink:to="us-gaap_StockholdersEquity_lbl_cdeddf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquity_lbl_cdeddf" xml:lang="en-US">Total Stockholders' Equity (Deficit)</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquity" xlink:to="us-gaap_LiabilitiesAndStockholdersEquity_lbl_0105ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl_0105ee" xml:lang="en-US">Total Liabilities and Stockholders' Equity (Deficit)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LiabilitiesAndStockholdersEquity" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquity" xlink:to="us-gaap_LiabilitiesAndStockholdersEquity_lbl_34" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl_34" xml:lang="en-US">[Liabilities and Equity]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SobrSafeIntellectualTechnologyNetOfAccumulatedAmortization" xlink:label="sobr_SobrSafeIntellectualTechnologyNetOfAccumulatedAmortization" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SobrSafeIntellectualTechnologyNetOfAccumulatedAmortization" xlink:to="sobr_SobrSafeIntellectualTechnologyNetOfAccumulatedAmortization_lbl_90ab53" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SobrSafeIntellectualTechnologyNetOfAccumulatedAmortization_lbl_90ab53" xml:lang="en-US">SOBR Safe Intellectual Technology, net of accumulated amortization</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrentAbstract" xlink:to="us-gaap_LiabilitiesCurrentAbstract_lbl_b0945c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl_b0945c" xml:lang="en-US">Current liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentUnamortizedDiscountCurrent" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscountCurrent" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscountCurrent_lbl_f50033" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountCurrent_lbl_f50033" xml:lang="en-US">Notes payable current - related parties, unamortized debt discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableRelatedPartieslessCurrentPortions" xlink:to="sobr_NotesPayableRelatedPartieslessCurrentPortions_lbl_25bd1e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NotesPayableRelatedPartieslessCurrentPortions_lbl_25bd1e" xml:lang="en-US">Notes payable -related parties-less current portion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableRelatedPartieslessCurrentPortions" xlink:label="sobr_NotesPayableRelatedPartieslessCurrentPortions" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableRelatedPartieslessCurrentPortions" xlink:to="sobr_NotesPayableRelatedPartieslessCurrentPortions_lbl_5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableRelatedPartieslessCurrentPortions_lbl_5" xml:lang="en-US">[Notes payable -related parties-less current portion]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableNonrelatedPartieslessCurrentPortions" xlink:to="sobr_NotesPayableNonrelatedPartieslessCurrentPortions_lbl_9b6751" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NotesPayableNonrelatedPartieslessCurrentPortions_lbl_9b6751" xml:lang="en-US">Notes payable -non-related parties-less current portion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableNonrelatedPartieslessCurrentPortions" xlink:label="sobr_NotesPayableNonrelatedPartieslessCurrentPortions" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableNonrelatedPartieslessCurrentPortions" xlink:to="sobr_NotesPayableNonrelatedPartieslessCurrentPortions_lbl_6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableNonrelatedPartieslessCurrentPortions_lbl_6" xml:lang="en-US">[Notes payable -non-related parties-less current portion]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockholdersEquityAbstract" xlink:label="us-gaap_StockholdersEquityAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquityAbstract" xlink:to="us-gaap_StockholdersEquityAbstract_lbl_9c3071" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquityAbstract_lbl_9c3071" xml:lang="en-US">Stockholders' Deficit</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockParOrStatedValuePerShare" xlink:label="us-gaap_CommonStockParOrStatedValuePerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockParOrStatedValuePerShare" xlink:to="us-gaap_CommonStockParOrStatedValuePerShare_lbl_cadc3d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockParOrStatedValuePerShare_lbl_cadc3d" xml:lang="en-US">Common stock, shares par value</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockSharesAuthorized" xlink:label="us-gaap_CommonStockSharesAuthorized" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesAuthorized" xlink:to="us-gaap_CommonStockSharesAuthorized_lbl_8a9de1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesAuthorized_lbl_8a9de1" xml:lang="en-US">Common stock, shares authorized</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockSharesIssued" xlink:label="us-gaap_CommonStockSharesIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesIssued" xlink:to="us-gaap_CommonStockSharesIssued_lbl_f781c5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesIssued_lbl_f781c5" xml:lang="en-US">Common stock, shares issued</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockSharesOutstanding" xlink:label="us-gaap_CommonStockSharesOutstanding" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesOutstanding" xlink:to="us-gaap_CommonStockSharesOutstanding_lbl_3b7007" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesOutstanding_lbl_3b7007" xml:lang="en-US">Common stock, shares outstanding</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockParOrStatedValuePerShare" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockParOrStatedValuePerShare" xlink:to="us-gaap_PreferredStockParOrStatedValuePerShare_lbl_93e99e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare_lbl_93e99e" xml:lang="en-US">Preferred stock, shares par value</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockSharesAuthorized" xlink:label="us-gaap_PreferredStockSharesAuthorized" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesAuthorized" xlink:to="us-gaap_PreferredStockSharesAuthorized_lbl_01609d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesAuthorized_lbl_01609d" xml:lang="en-US">Preferred stock, shares authorized</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockSharesIssued" xlink:label="us-gaap_PreferredStockSharesIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesIssued" xlink:to="us-gaap_PreferredStockSharesIssued_lbl_4979cd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesIssued_lbl_4979cd" xml:lang="en-US">Preferred stock, shares issued</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockSharesOutstanding" xlink:label="us-gaap_PreferredStockSharesOutstanding" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesOutstanding" xlink:to="us-gaap_PreferredStockSharesOutstanding_lbl_579a7b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesOutstanding_lbl_579a7b" xml:lang="en-US">Preferred stock, shares outstanding</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeStatementAbstract" xlink:label="us-gaap_IncomeStatementAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeStatementAbstract" xlink:to="us-gaap_IncomeStatementAbstract_lbl_c08aa6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeStatementAbstract_lbl_c08aa6" xml:lang="en-US">CONSOLIDATED STATEMENTS OF OPERATIONS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_Revenues" xlink:label="us-gaap_Revenues" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Revenues" xlink:to="us-gaap_Revenues_lbl_fa0f68" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Revenues_lbl_fa0f68" xml:lang="en-US">Revenues</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingExpensesAbstract" xlink:label="us-gaap_OperatingExpensesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingExpensesAbstract" xlink:to="us-gaap_OperatingExpensesAbstract_lbl_ffedc6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingExpensesAbstract_lbl_ffedc6" xml:lang="en-US">Operating expenses:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GeneralAndAdministrativeExpense" xlink:label="us-gaap_GeneralAndAdministrativeExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeneralAndAdministrativeExpense" xlink:to="us-gaap_GeneralAndAdministrativeExpense_lbl_393713" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl_393713" xml:lang="en-US">General and administrative</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensation" xlink:label="us-gaap_ShareBasedCompensation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensation" xlink:to="us-gaap_ShareBasedCompensation_lbl_76fc97" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensation_lbl_76fc97" xml:lang="en-US">Stock-based compensation expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ManagementFeeExpense" xlink:label="us-gaap_ManagementFeeExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ManagementFeeExpense" xlink:to="us-gaap_ManagementFeeExpense_lbl_a5ce61" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ManagementFeeExpense_lbl_a5ce61" xml:lang="en-US">Management salaries and consulting fees</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ResearchAndDevelopmentExpense" xlink:label="us-gaap_ResearchAndDevelopmentExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ResearchAndDevelopmentExpense" xlink:to="us-gaap_ResearchAndDevelopmentExpense_lbl_574091" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ResearchAndDevelopmentExpense_lbl_574091" xml:lang="en-US">Research and development</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AssetImpairmentCharges" xlink:label="us-gaap_AssetImpairmentCharges" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetImpairmentCharges" xlink:to="us-gaap_AssetImpairmentCharges_lbl_f807f6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetImpairmentCharges_lbl_f807f6" xml:lang="en-US">Asset impairment adjustment</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingExpenses" xlink:to="us-gaap_OperatingExpenses_lbl_d9710e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OperatingExpenses_lbl_d9710e" xml:lang="en-US">Total operating expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingExpenses" xlink:label="us-gaap_OperatingExpenses" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingExpenses" xlink:to="us-gaap_OperatingExpenses_lbl_9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingExpenses_lbl_9" xml:lang="en-US">[Operating Expenses]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingIncomeLoss" xlink:to="us-gaap_OperatingIncomeLoss_lbl_2a3795" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl_2a3795" xml:lang="en-US">Loss from operations</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingIncomeLoss" xlink:label="us-gaap_OperatingIncomeLoss" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingIncomeLoss" xlink:to="us-gaap_OperatingIncomeLoss_lbl_10" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingIncomeLoss_lbl_10" xml:lang="en-US">[Operating Income (Loss)]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OtherIncomeAndExpensesAbstract" xlink:label="us-gaap_OtherIncomeAndExpensesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherIncomeAndExpensesAbstract" xlink:to="us-gaap_OtherIncomeAndExpensesAbstract_lbl_bbcbaa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherIncomeAndExpensesAbstract_lbl_bbcbaa" xml:lang="en-US">Other income (expense):</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainsLossesOnExtinguishmentOfDebt" xlink:to="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_109f3d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_109f3d" xml:lang="en-US">Loss on debt extinguishment, net</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GainsLossesOnExtinguishmentOfDebt" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainsLossesOnExtinguishmentOfDebt" xlink:to="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_12" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_12" xml:lang="en-US">[Gain (Loss) on Extinguishment of Debt]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnSaleOfPropertyPlantEquipment" xlink:to="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_0a71d8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_0a71d8" xml:lang="en-US">Loss on disposal of property and equipment</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GainLossOnSaleOfPropertyPlantEquipment" xlink:label="us-gaap_GainLossOnSaleOfPropertyPlantEquipment" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnSaleOfPropertyPlantEquipment" xlink:to="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_13" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_13" xml:lang="en-US">[Gain (Loss) on Disposition of Property Plant Equipment]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainOnFairValueAdjustmentDerivatives" xlink:label="sobr_GainOnFairValueAdjustmentDerivatives" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnFairValueAdjustmentDerivatives" xlink:to="sobr_GainOnFairValueAdjustmentDerivatives_lbl_306b75" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainOnFairValueAdjustmentDerivatives_lbl_306b75" xml:lang="en-US">Gain on fair value adjustment - derivatives</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpense" xlink:to="us-gaap_InterestExpense_lbl_cd03ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_InterestExpense_lbl_cd03ee" xml:lang="en-US">Interest expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestExpense" xlink:label="us-gaap_InterestExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpense" xlink:to="us-gaap_InterestExpense_lbl_15" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestExpense_lbl_15" xml:lang="en-US">[Interest Expense]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterestBeneficialConversionFeature" xlink:to="sobr_AmortizationOfInterestBeneficialConversionFeature_lbl_ae5d88" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeature_lbl_ae5d88" xml:lang="en-US">Amortization of interest - beneficial conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AmortizationOfInterestBeneficialConversionFeature" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterestBeneficialConversionFeature" xlink:to="sobr_AmortizationOfInterestBeneficialConversionFeature_lbl_16" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeature_lbl_16" xml:lang="en-US">[Amortization of interest - beneficial conversion feature]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherNoncashIncomeExpense" xlink:to="us-gaap_OtherNoncashIncomeExpense_lbl_be3895" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OtherNoncashIncomeExpense_lbl_be3895" xml:lang="en-US">Total other expense, net</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OtherNoncashIncomeExpense" xlink:label="us-gaap_OtherNoncashIncomeExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherNoncashIncomeExpense" xlink:to="us-gaap_OtherNoncashIncomeExpense_lbl_17" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherNoncashIncomeExpense_lbl_17" xml:lang="en-US">[Other Noncash Income (Expense)]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic" xlink:to="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic_lbl_82374d" xlink:type="arc" />
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    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic" xlink:label="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic" xlink:to="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic_lbl_18" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic_lbl_18" xml:lang="en-US">[Income (Loss) from Continuing Operations before Income Taxes, Domestic]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeTaxExpenseBenefit" xlink:label="us-gaap_IncomeTaxExpenseBenefit" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxExpenseBenefit" xlink:to="us-gaap_IncomeTaxExpenseBenefit_lbl_d4b3fb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxExpenseBenefit_lbl_d4b3fb" xml:lang="en-US">Provision for income taxes</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLoss" xlink:to="us-gaap_NetIncomeLoss_lbl_229c87" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetIncomeLoss_lbl_229c87" xml:lang="en-US">Net loss</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetIncomeLoss" xlink:label="us-gaap_NetIncomeLoss" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLoss" xlink:to="us-gaap_NetIncomeLoss_lbl_20" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLoss_lbl_20" xml:lang="en-US">[Net Income (Loss) Attributable to Parent]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ComprehensiveIncomeNetOfTaxIncludingPortionAttributableToNoncontrollingInterest" xlink:label="us-gaap_ComprehensiveIncomeNetOfTaxIncludingPortionAttributableToNoncontrollingInterest" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ComprehensiveIncomeNetOfTaxIncludingPortionAttributableToNoncontrollingInterest" xlink:to="us-gaap_ComprehensiveIncomeNetOfTaxIncludingPortionAttributableToNoncontrollingInterest_lbl_19d15a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ComprehensiveIncomeNetOfTaxIncludingPortionAttributableToNoncontrollingInterest_lbl_19d15a" xml:lang="en-US">Net loss attributable to noncontrolling interest</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeLossAttributableToParent" xlink:to="us-gaap_IncomeLossAttributableToParent_lbl_37df03" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_IncomeLossAttributableToParent_lbl_37df03" xml:lang="en-US">Net loss attributable to SOBR Safe, Inc.</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeLossAttributableToParent" xlink:label="us-gaap_IncomeLossAttributableToParent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeLossAttributableToParent" xlink:to="us-gaap_IncomeLossAttributableToParent_lbl_22" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeLossAttributableToParent_lbl_22" xml:lang="en-US">[Income (Loss) Attributable to Parent, before Tax]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockDividendsIncomeStatementImpact" xlink:to="us-gaap_PreferredStockDividendsIncomeStatementImpact_lbl_5e1a91" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PreferredStockDividendsIncomeStatementImpact_lbl_5e1a91" xml:lang="en-US">Dividends on convertible preferred stock</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockDividendsIncomeStatementImpact" xlink:label="us-gaap_PreferredStockDividendsIncomeStatementImpact" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockDividendsIncomeStatementImpact" xlink:to="us-gaap_PreferredStockDividendsIncomeStatementImpact_lbl_23" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockDividendsIncomeStatementImpact_lbl_23" xml:lang="en-US">[Preferred Stock Dividends, Income Statement Impact]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetIncomeLossAllocatedToGeneralPartners" xlink:label="us-gaap_NetIncomeLossAllocatedToGeneralPartners" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLossAllocatedToGeneralPartners" xlink:to="us-gaap_NetIncomeLossAllocatedToGeneralPartners_lbl_b78700" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLossAllocatedToGeneralPartners_lbl_b78700" xml:lang="en-US">Net loss attributable to common stockholders</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EarningsPerShareBasicAndDiluted" xlink:label="us-gaap_EarningsPerShareBasicAndDiluted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EarningsPerShareBasicAndDiluted" xlink:to="us-gaap_EarningsPerShareBasicAndDiluted_lbl_3103d8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EarningsPerShareBasicAndDiluted_lbl_3103d8" xml:lang="en-US">Basic and diluted loss per common share</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted" xlink:label="us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted" xlink:to="us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_lbl_3e519c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_lbl_3e519c" xml:lang="en-US">Weighted average number of common shares outstanding</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StatementOfStockholdersEquityAbstract" xlink:label="us-gaap_StatementOfStockholdersEquityAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StatementOfStockholdersEquityAbstract" xlink:to="us-gaap_StatementOfStockholdersEquityAbstract_lbl_7b794b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StatementOfStockholdersEquityAbstract_lbl_7b794b" xml:lang="en-US">CONSOLIDATED STATEMENTS OF CHANGES IN STOCKHOLDERS' EQUITY (DEFICIT)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StatementEquityComponentsAxis" xlink:label="us-gaap_StatementEquityComponentsAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StatementEquityComponentsAxis" xlink:to="us-gaap_StatementEquityComponentsAxis_lbl_c1af91" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StatementEquityComponentsAxis_lbl_c1af91" xml:lang="en-US">Equity Components [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockMember" xlink:label="us-gaap_CommonStockMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockMember" xlink:to="us-gaap_CommonStockMember_lbl_6cb3a8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockMember_lbl_6cb3a8" xml:lang="en-US">Common Stock [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockMember" xlink:label="us-gaap_PreferredStockMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockMember" xlink:to="us-gaap_PreferredStockMember_lbl_406679" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockMember_lbl_406679" xml:lang="en-US">Preferred Stock [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AdditionalPaidInCapitalMember" xlink:label="us-gaap_AdditionalPaidInCapitalMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapitalMember" xlink:to="us-gaap_AdditionalPaidInCapitalMember_lbl_db31ba" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdditionalPaidInCapitalMember_lbl_db31ba" xml:lang="en-US">Additional Paid-in Capital [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RetainedEarningsMember" xlink:label="us-gaap_RetainedEarningsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RetainedEarningsMember" xlink:to="us-gaap_RetainedEarningsMember_lbl_1f42d9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RetainedEarningsMember_lbl_1f42d9" xml:lang="en-US">Accumulated Deficit [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NoncontrollingInterestMember" xlink:label="us-gaap_NoncontrollingInterestMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncontrollingInterestMember" xlink:to="us-gaap_NoncontrollingInterestMember_lbl_b6493a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncontrollingInterestMember_lbl_b6493a" xml:lang="en-US">Noncontrolling Interest [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockholdersDeficitSOBRSafeIncMember" xlink:label="sobr_StockholdersDeficitSOBRSafeIncMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockholdersDeficitSOBRSafeIncMember" xlink:to="sobr_StockholdersDeficitSOBRSafeIncMember_lbl_a03183" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockholdersDeficitSOBRSafeIncMember_lbl_a03183" xml:lang="en-US">Stockholders Deficit SOBR Safe Inc [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssued" xlink:to="us-gaap_SharesIssued_lbl_70f7ac" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_SharesIssued_lbl_70f7ac" xml:lang="en-US">Balance, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharesIssued" xlink:label="us-gaap_SharesIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssued" xlink:to="us-gaap_SharesIssued_lbl_2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharesIssued_lbl_2" xml:lang="en-US">[Shares, Issued]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquity" xlink:to="us-gaap_StockholdersEquity_lbl_ce9247" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_StockholdersEquity_lbl_ce9247" xml:lang="en-US">Balance, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesNewIssues" xlink:label="us-gaap_StockIssuedDuringPeriodSharesNewIssues" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_8bd7d1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_8bd7d1" xml:lang="en-US">Common stock issued for cash, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodValueNewIssues" xlink:label="us-gaap_StockIssuedDuringPeriodValueNewIssues" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodValueNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_4a19d4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_4a19d4" xml:lang="en-US">Common stock issued for cash, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForExecutiveCompensationShares" xlink:label="sobr_CommonStockIssuedForExecutiveCompensationShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForExecutiveCompensationShares" xlink:to="sobr_CommonStockIssuedForExecutiveCompensationShares_lbl_0dd5ce" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForExecutiveCompensationShares_lbl_0dd5ce" xml:lang="en-US">Common stock issued for executive compensation, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForExecutiveCompensationAmount" xlink:label="sobr_CommonStockIssuedForExecutiveCompensationAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForExecutiveCompensationAmount" xlink:to="sobr_CommonStockIssuedForExecutiveCompensationAmount_lbl_fc525e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForExecutiveCompensationAmount_lbl_fc525e" xml:lang="en-US">Common stock issued for executive compensation, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedDueToStockWarrantsExerciseShares" xlink:label="sobr_CommonStockIssuedDueToStockWarrantsExerciseShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedDueToStockWarrantsExerciseShares" xlink:to="sobr_CommonStockIssuedDueToStockWarrantsExerciseShares_lbl_4fdb39" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedDueToStockWarrantsExerciseShares_lbl_4fdb39" xml:lang="en-US">Common stock issued due to stock warrants exercise, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedDueToStockWarrantsExerciseAmount" xlink:label="sobr_CommonStockIssuedDueToStockWarrantsExerciseAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedDueToStockWarrantsExerciseAmount" xlink:to="sobr_CommonStockIssuedDueToStockWarrantsExerciseAmount_lbl_8e0f71" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedDueToStockWarrantsExerciseAmount_lbl_8e0f71" xml:lang="en-US">Common stock issued due to stock warrants exercise, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockShares" xlink:label="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockShares" xlink:to="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockShares_lbl_fa00f8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockShares_lbl_fa00f8" xml:lang="en-US">Common stock issued upon conversion of convertible preferred stock to common stock, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockAmount" xlink:label="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockAmount" xlink:to="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockAmount_lbl_66537a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedUponConversionOfConvertiblePreferredStockToCommonStockAmount_lbl_66537a" xml:lang="en-US">Common stock issued upon conversion of convertible preferred stock to common stock, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalFairValueOfStockWarrantsGranted" xlink:label="sobr_PaidInCapitalFairValueOfStockWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalFairValueOfStockWarrantsGranted" xlink:to="sobr_PaidInCapitalFairValueOfStockWarrantsGranted_lbl_c0a535" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalFairValueOfStockWarrantsGranted_lbl_c0a535" xml:lang="en-US">Paid-in capital - fair value of stock warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalFairValueOfRelatedPartyStockOptionsVested" xlink:label="sobr_PaidInCapitalFairValueOfRelatedPartyStockOptionsVested" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalFairValueOfRelatedPartyStockOptionsVested" xlink:to="sobr_PaidInCapitalFairValueOfRelatedPartyStockOptionsVested_lbl_28a140" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalFairValueOfRelatedPartyStockOptionsVested_lbl_28a140" xml:lang="en-US">Paid-in capital - fair value of related party stock options vested</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalFairValueOfNonRelatedPartyStockOptionsGranted" xlink:label="sobr_PaidInCapitalFairValueOfNonRelatedPartyStockOptionsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalFairValueOfNonRelatedPartyStockOptionsGranted" xlink:to="sobr_PaidInCapitalFairValueOfNonRelatedPartyStockOptionsGranted_lbl_0433dc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalFairValueOfNonRelatedPartyStockOptionsGranted_lbl_0433dc" xml:lang="en-US">Paid-in capital - fair value of non-related party stock options granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalGainOnRelatedPartyExecutiveCompensationConversion" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyExecutiveCompensationConversion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalGainOnRelatedPartyExecutiveCompensationConversion" xlink:to="sobr_PaidInCapitalGainOnRelatedPartyExecutiveCompensationConversion_lbl_55bed5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyExecutiveCompensationConversion_lbl_55bed5" xml:lang="en-US">Paid-in capital - gain on related party executive compensation conversion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalGainOnRelatedPartyDebtConversion" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyDebtConversion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalGainOnRelatedPartyDebtConversion" xlink:to="sobr_PaidInCapitalGainOnRelatedPartyDebtConversion_lbl_4b49d3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyDebtConversion_lbl_4b49d3" xml:lang="en-US">Paid-in capital - gain on related party debt conversion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalGainOnRelatedPartyPreferredStockConversion" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyPreferredStockConversion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalGainOnRelatedPartyPreferredStockConversion" xlink:to="sobr_PaidInCapitalGainOnRelatedPartyPreferredStockConversion_lbl_d9811e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyPreferredStockConversion_lbl_d9811e" xml:lang="en-US">Paid-in capital - gain on related party preferred stock conversion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalBeneficialConversionFeature" xlink:label="sobr_PaidInCapitalBeneficialConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalBeneficialConversionFeature" xlink:to="sobr_PaidInCapitalBeneficialConversionFeature_lbl_ecd996" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalBeneficialConversionFeature_lbl_ecd996" xml:lang="en-US">Paid-in capital - beneficial conversion feature</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLoss" xlink:to="us-gaap_NetIncomeLoss_lbl_e99cdd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NetIncomeLoss_lbl_e99cdd" xml:lang="en-US">Net loss</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensation" xlink:label="us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensation" xlink:to="us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensation_lbl_314f2e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensation_lbl_314f2e" xml:lang="en-US">Common stock issued for compensation, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation" xlink:label="us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation" xlink:to="us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation_lbl_1c945e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodValueShareBasedCompensation_lbl_1c945e" xml:lang="en-US">Common stock issued for compensation, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleRelatedPartyPayablesShares" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyPayablesShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleRelatedPartyPayablesShares" xlink:to="sobr_CommonStockIssuedToSettleRelatedPartyPayablesShares_lbl_111bb6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyPayablesShares_lbl_111bb6" xml:lang="en-US">Common stock issued to settle related party payables, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleRelatedPartyPayablesAmount" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyPayablesAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleRelatedPartyPayablesAmount" xlink:to="sobr_CommonStockIssuedToSettleRelatedPartyPayablesAmount_lbl_cd2dd7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyPayablesAmount_lbl_cd2dd7" xml:lang="en-US">Common stock issued to settle related party payables, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesShares" xlink:label="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesShares" xlink:to="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesShares_lbl_ca0bca" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesShares_lbl_ca0bca" xml:lang="en-US">Common stock issued to settle accounts payable and accrued expenses, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesAmount" xlink:label="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesAmount" xlink:to="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesAmount_lbl_0a521b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleAccountsPayableAndAccruedExpensesAmount_lbl_0a521b" xml:lang="en-US">Common stock issued to settle accounts payable and accrued expenses, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleRelatedPartyDebtShares" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyDebtShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleRelatedPartyDebtShares" xlink:to="sobr_CommonStockIssuedToSettleRelatedPartyDebtShares_lbl_980585" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyDebtShares_lbl_980585" xml:lang="en-US">Common stock issued to settle related party debt, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleRelatedPartyDebtAmount" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyDebtAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleRelatedPartyDebtAmount" xlink:to="sobr_CommonStockIssuedToSettleRelatedPartyDebtAmount_lbl_15b730" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleRelatedPartyDebtAmount_lbl_15b730" xml:lang="en-US">Common stock issued to settle related party debt, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleNonRelatedPartyDebtShares" xlink:label="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtShares" xlink:to="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtShares_lbl_519295" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtShares_lbl_519295" xml:lang="en-US">Common stock issued to settle non-related party debt, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleNonRelatedPartyDebtAmount" xlink:label="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtAmount" xlink:to="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtAmount_lbl_7c51ad" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleNonRelatedPartyDebtAmount_lbl_7c51ad" xml:lang="en-US">Common stock issued to settle non-related party debt, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalFairValueOfStockOptionsVested" xlink:label="sobr_PaidInCapitalFairValueOfStockOptionsVested" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalFairValueOfStockOptionsVested" xlink:to="sobr_PaidInCapitalFairValueOfStockOptionsVested_lbl_114a68" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalFairValueOfStockOptionsVested_lbl_114a68" xml:lang="en-US">Paid-in capital - fair value of stock options vested</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalGainOnRelatedPartyPayablesConversion" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyPayablesConversion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalGainOnRelatedPartyPayablesConversion" xlink:to="sobr_PaidInCapitalGainOnRelatedPartyPayablesConversion_lbl_b1bb16" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalGainOnRelatedPartyPayablesConversion_lbl_b1bb16" xml:lang="en-US">Paid-in capital - gain on related party payables conversion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalLossOnDebtExtinguishment" xlink:label="sobr_PaidInCapitalLossOnDebtExtinguishment" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalLossOnDebtExtinguishment" xlink:to="sobr_PaidInCapitalLossOnDebtExtinguishment_lbl_c57d2c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalLossOnDebtExtinguishment_lbl_c57d2c" xml:lang="en-US">Paid-in capital - loss on debt extinguishment</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForAssetPurchaseShares" xlink:label="sobr_CommonStockIssuedForAssetPurchaseShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForAssetPurchaseShares" xlink:to="sobr_CommonStockIssuedForAssetPurchaseShares_lbl_8c181d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForAssetPurchaseShares_lbl_8c181d" xml:lang="en-US">Common stock issued for asset purchase, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForAssetPurchaseAmount" xlink:label="sobr_CommonStockIssuedForAssetPurchaseAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForAssetPurchaseAmount" xlink:to="sobr_CommonStockIssuedForAssetPurchaseAmount_lbl_3458b3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForAssetPurchaseAmount_lbl_3458b3" xml:lang="en-US">Common stock issued for asset purchase, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestShares" xlink:label="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestShares" xlink:to="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestShares_lbl_b31a54" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestShares_lbl_b31a54" xml:lang="en-US">Common stock issued upon conversion of related party debt and accrued interest, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestAmount" xlink:label="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestAmount" xlink:to="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestAmount_lbl_6d2ad2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedUponConversionOfRelatedPartyDebtAndAccruedInterestAmount_lbl_6d2ad2" xml:lang="en-US">Common stock issued upon conversion of related party debt and accrued interest, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SeriesA1ConvertiblePreferredStockIssuedForCashShares" xlink:label="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashShares" xlink:to="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashShares_lbl_b0a4b9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashShares_lbl_b0a4b9" xml:lang="en-US">Series A-1 Convertible Preferred stock issued for cash, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SeriesA1ConvertiblePreferredStockIssuedForCashAmount" xlink:label="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashAmount" xlink:to="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashAmount_lbl_bbe7c8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SeriesA1ConvertiblePreferredStockIssuedForCashAmount_lbl_bbe7c8" xml:lang="en-US">Series A-1 Convertible Preferred stock issued for cash, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DividendsSeriesA1ConvertiblePreferredStock" xlink:label="sobr_DividendsSeriesA1ConvertiblePreferredStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DividendsSeriesA1ConvertiblePreferredStock" xlink:to="sobr_DividendsSeriesA1ConvertiblePreferredStock_lbl_429a0c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DividendsSeriesA1ConvertiblePreferredStock_lbl_429a0c" xml:lang="en-US">Dividends - Series A-1 Convertible Preferred stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalLossOnExtinguishmentOfConvertibleNotes" xlink:label="sobr_PaidInCapitalLossOnExtinguishmentOfConvertibleNotes" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalLossOnExtinguishmentOfConvertibleNotes" xlink:to="sobr_PaidInCapitalLossOnExtinguishmentOfConvertibleNotes_lbl_73dbac" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalLossOnExtinguishmentOfConvertibleNotes_lbl_73dbac" xml:lang="en-US">Paid-in capital - loss on extinguishment of convertible notes</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DividendsPayableSeriesA1ConvertiblePreferredStock" xlink:label="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock" xlink:to="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock_lbl_75b53c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock_lbl_75b53c" xml:lang="en-US">Dividends payable-Series A-1 convertible preferred stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockShares" xlink:label="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockShares" xlink:to="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockShares_lbl_8f0712" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockShares_lbl_8f0712" xml:lang="en-US">Common stock issued to settle dividends - Series A-1 Convertible Preferred stock, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockAmount" xlink:label="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockAmount" xlink:to="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockAmount_lbl_14e7ab" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedToSettleDividendsSeriesAOneConvertiblePreferredStockAmount_lbl_14e7ab" xml:lang="en-US">Common stock issued to settle dividends - Series A-1 Convertible Preferred stock, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalFairValueOfStockOptionsAndRsuVested" xlink:label="sobr_PaidInCapitalFairValueOfStockOptionsAndRsuVested" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalFairValueOfStockOptionsAndRsuVested" xlink:to="sobr_PaidInCapitalFairValueOfStockOptionsAndRsuVested_lbl_83ff42" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalFairValueOfStockOptionsAndRsuVested_lbl_83ff42" xml:lang="en-US">Paid-in capital - fair value of stock options and RSU vested</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PaidInCapitalRelativeFairValueOfStockWarrantsGranted" xlink:label="sobr_PaidInCapitalRelativeFairValueOfStockWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PaidInCapitalRelativeFairValueOfStockWarrantsGranted" xlink:to="sobr_PaidInCapitalRelativeFairValueOfStockWarrantsGranted_lbl_f354db" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PaidInCapitalRelativeFairValueOfStockWarrantsGranted_lbl_f354db" xml:lang="en-US">Paid-in capital - relative fair value of stock warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForFacilityLeaseShares" xlink:label="sobr_CommonStockIssuedForFacilityLeaseShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForFacilityLeaseShares" xlink:to="sobr_CommonStockIssuedForFacilityLeaseShares_lbl_fece0b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForFacilityLeaseShares_lbl_fece0b" xml:lang="en-US">Common stock issued for facility lease, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockIssuedForFacilityLeaseAmount" xlink:label="sobr_CommonStockIssuedForFacilityLeaseAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockIssuedForFacilityLeaseAmount" xlink:to="sobr_CommonStockIssuedForFacilityLeaseAmount_lbl_21d920" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockIssuedForFacilityLeaseAmount_lbl_21d920" xml:lang="en-US">Common stock issued for facility lease, amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssued" xlink:to="us-gaap_SharesIssued_lbl_b34ede" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_SharesIssued_lbl_b34ede" xml:lang="en-US">Balance, shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquity" xlink:to="us-gaap_StockholdersEquity_lbl_b3c970" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_StockholdersEquity_lbl_b3c970" xml:lang="en-US">Balance, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StatementOfCashFlowsAbstract" xlink:label="us-gaap_StatementOfCashFlowsAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StatementOfCashFlowsAbstract" xlink:to="us-gaap_StatementOfCashFlowsAbstract_lbl_769068" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StatementOfCashFlowsAbstract_lbl_769068" xml:lang="en-US">CONSOLIDATED STATEMENTS OF CASH FLOWS</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLoss" xlink:to="us-gaap_NetIncomeLoss_lbl_a62e67" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLoss_lbl_a62e67" xml:lang="en-US">Net loss</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl_a84e9e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl_a84e9e" xml:lang="en-US">Operating Activities:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract" xlink:label="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract" xlink:to="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_lbl_bc81c5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_lbl_bc81c5" xml:lang="en-US">Adjustments to reconcile net loss to net cash used in operating activities:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DepreciationDepletionAndAmortization" xlink:label="us-gaap_DepreciationDepletionAndAmortization" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DepreciationDepletionAndAmortization" xlink:to="us-gaap_DepreciationDepletionAndAmortization_lbl_ffad61" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DepreciationDepletionAndAmortization_lbl_ffad61" xml:lang="en-US">Depreciation and amortization</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LossOnDebtExtinguishmentNet" xlink:to="sobr_LossOnDebtExtinguishmentNet_lbl_8ba2b8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_LossOnDebtExtinguishmentNet_lbl_8ba2b8" xml:lang="en-US">Loss on debt extinguishment, net</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LossOnDebtExtinguishmentNet" xlink:label="sobr_LossOnDebtExtinguishmentNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LossOnDebtExtinguishmentNet" xlink:to="sobr_LossOnDebtExtinguishmentNet_lbl_6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LossOnDebtExtinguishmentNet_lbl_6" xml:lang="en-US">[Loss on debt extinguishment, net]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnSaleOfPropertyPlantEquipment" xlink:to="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_36c062" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_GainLossOnSaleOfPropertyPlantEquipment_lbl_36c062" xml:lang="en-US">Loss on disposal of property and equipment</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeGainLossOnDerivativeNet" xlink:label="us-gaap_DerivativeGainLossOnDerivativeNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeGainLossOnDerivativeNet" xlink:to="us-gaap_DerivativeGainLossOnDerivativeNet_lbl_c75cda" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeGainLossOnDerivativeNet_lbl_c75cda" xml:lang="en-US">Change in fair value of derivative liability</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InterestExpenseEmbeddedConversionFeature" xlink:label="sobr_InterestExpenseEmbeddedConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InterestExpenseEmbeddedConversionFeature" xlink:to="sobr_InterestExpenseEmbeddedConversionFeature_lbl_e202ed" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InterestExpenseEmbeddedConversionFeature_lbl_e202ed" xml:lang="en-US">Interest expense-embedded conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AmortizationOfDebtDiscountPremium" xlink:label="us-gaap_AmortizationOfDebtDiscountPremium" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmortizationOfDebtDiscountPremium" xlink:to="us-gaap_AmortizationOfDebtDiscountPremium_lbl_378106" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AmortizationOfDebtDiscountPremium_lbl_378106" xml:lang="en-US">Amortization-debt discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterestBeneficialConversionFeatur" xlink:to="sobr_AmortizationOfInterestBeneficialConversionFeatur_lbl_1aa5d4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeatur_lbl_1aa5d4" xml:lang="en-US">Amortization of interest - beneficial conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AmortizationOfInterestBeneficialConversionFeatur" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeatur" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterestBeneficialConversionFeatur" xlink:to="sobr_AmortizationOfInterestBeneficialConversionFeatur_lbl_11" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AmortizationOfInterestBeneficialConversionFeatur_lbl_11" xml:lang="en-US">[Amortization of interest - beneficial conversion feature 1]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DepreciationAndAmortization" xlink:label="us-gaap_DepreciationAndAmortization" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DepreciationAndAmortization" xlink:to="us-gaap_DepreciationAndAmortization_lbl_158143" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DepreciationAndAmortization_lbl_158143" xml:lang="en-US">Amortization of interest</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockWarrantsExpense" xlink:label="sobr_StockWarrantsExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockWarrantsExpense" xlink:to="sobr_StockWarrantsExpense_lbl_c89774" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockWarrantsExpense_lbl_c89774" xml:lang="en-US">Stock warrants expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockOptionPlanExpense" xlink:label="us-gaap_StockOptionPlanExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockOptionPlanExpense" xlink:to="us-gaap_StockOptionPlanExpense_lbl_b3973b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockOptionPlanExpense_lbl_b3973b" xml:lang="en-US">Stock options expense</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax" xlink:to="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax_lbl_5764e6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax_lbl_5764e6" xml:lang="en-US">Stock-based compensation expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax" xlink:label="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax" xlink:to="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax_lbl_15" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AllocatedShareBasedCompensationExpenseNetOfTax_lbl_15" xml:lang="en-US">[Share-based Payment Arrangement, Expense, after Tax]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetImpairmentCharges" xlink:to="us-gaap_AssetImpairmentCharges_lbl_50c0be" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AssetImpairmentCharges_lbl_50c0be" xml:lang="en-US">Asset impairment adjustment</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:to="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl_f15596" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl_f15596" xml:lang="en-US">Changes in assets and liabilities:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInDueFromRelatedParties" xlink:label="us-gaap_IncreaseDecreaseInDueFromRelatedParties" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInDueFromRelatedParties" xlink:to="us-gaap_IncreaseDecreaseInDueFromRelatedParties_lbl_58ff3d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDueFromRelatedParties_lbl_58ff3d" xml:lang="en-US">Due from related party</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInPrepaidExpense" xlink:to="us-gaap_IncreaseDecreaseInPrepaidExpense_lbl_8744d1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInPrepaidExpense_lbl_8744d1" xml:lang="en-US">Prepaid expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInPrepaidExpense" xlink:label="us-gaap_IncreaseDecreaseInPrepaidExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInPrepaidExpense" xlink:to="us-gaap_IncreaseDecreaseInPrepaidExpense_lbl_19" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInPrepaidExpense_lbl_19" xml:lang="en-US">[Increase (Decrease) in Prepaid Expense]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInOtherDeposits" xlink:to="us-gaap_IncreaseDecreaseInOtherDeposits_lbl_af97f1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInOtherDeposits_lbl_af97f1" xml:lang="en-US">Other assets</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInOtherDeposits" xlink:label="us-gaap_IncreaseDecreaseInOtherDeposits" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInOtherDeposits" xlink:to="us-gaap_IncreaseDecreaseInOtherDeposits_lbl_20" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOtherDeposits_lbl_20" xml:lang="en-US">[Increase (Decrease) in Other Deposits]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInAccountsPayable" xlink:to="us-gaap_IncreaseDecreaseInAccountsPayable_lbl_ca9358" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInAccountsPayable_lbl_ca9358" xml:lang="en-US">Accounts payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInAccountsPayable" xlink:label="us-gaap_IncreaseDecreaseInAccountsPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInAccountsPayable" xlink:to="us-gaap_IncreaseDecreaseInAccountsPayable_lbl_21" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInAccountsPayable_lbl_21" xml:lang="en-US">[Increase (Decrease) in Accounts Payable]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInAccruedLiabilities" xlink:to="us-gaap_IncreaseDecreaseInAccruedLiabilities_lbl_8b36a4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInAccruedLiabilities_lbl_8b36a4" xml:lang="en-US">Accrued expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInAccruedLiabilities" xlink:label="us-gaap_IncreaseDecreaseInAccruedLiabilities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInAccruedLiabilities" xlink:to="us-gaap_IncreaseDecreaseInAccruedLiabilities_lbl_22" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInAccruedLiabilities_lbl_22" xml:lang="en-US">[Increase (Decrease) in Accrued Liabilities]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInInterestPayableNet" xlink:to="us-gaap_IncreaseDecreaseInInterestPayableNet_lbl_400e42" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInInterestPayableNet_lbl_400e42" xml:lang="en-US">Accrued interest payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInInterestPayableNet" xlink:label="us-gaap_IncreaseDecreaseInInterestPayableNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInInterestPayableNet" xlink:to="us-gaap_IncreaseDecreaseInInterestPayableNet_lbl_23" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInInterestPayableNet_lbl_23" xml:lang="en-US">[Increase (Decrease) in Interest Payable, Net]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInDueToRelatedParties" xlink:to="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl_2c4734" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl_2c4734" xml:lang="en-US">Related party payables</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncreaseDecreaseInDueToRelatedParties" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInDueToRelatedParties" xlink:to="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl_24" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInDueToRelatedParties_lbl_24" xml:lang="en-US">[Increase (Decrease) in Due to Related Parties]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockSubscriptionsPayable" xlink:label="sobr_StockSubscriptionsPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockSubscriptionsPayable" xlink:to="sobr_StockSubscriptionsPayable_lbl_7e6cf7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockSubscriptionsPayable_lbl_7e6cf7" xml:lang="en-US">Stock subscriptions payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl_11c149" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl_11c149" xml:lang="en-US">Net cash used in operating activities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl_26" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl_26" xml:lang="en-US">[Net Cash Provided by (Used in) Operating Activities]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl_1ea4e2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl_1ea4e2" xml:lang="en-US">Investing Activities:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment" xlink:label="us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment" xlink:to="us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_lbl_8e3ca0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_lbl_8e3ca0" xml:lang="en-US">Proceeds from disposal of property and equipment</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl_d973bc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl_d973bc" xml:lang="en-US">Financing Activities:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromRelatedPartyDebt" xlink:label="us-gaap_ProceedsFromRelatedPartyDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromRelatedPartyDebt" xlink:to="us-gaap_ProceedsFromRelatedPartyDebt_lbl_10dc37" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromRelatedPartyDebt_lbl_10dc37" xml:lang="en-US">Proceeds from notes payable - related parties</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RepaymentsOfNotesPayable" xlink:to="us-gaap_RepaymentsOfNotesPayable_lbl_e2a192" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_RepaymentsOfNotesPayable_lbl_e2a192" xml:lang="en-US">Repayments of notes payable - related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RepaymentsOfNotesPayable" xlink:label="us-gaap_RepaymentsOfNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RepaymentsOfNotesPayable" xlink:to="us-gaap_RepaymentsOfNotesPayable_lbl_31" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RepaymentsOfNotesPayable_lbl_31" xml:lang="en-US">[Repayments of Notes Payable]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromNotesPayable" xlink:label="us-gaap_ProceedsFromNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromNotesPayable" xlink:to="us-gaap_ProceedsFromNotesPayable_lbl_f71770" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromNotesPayable_lbl_f71770" xml:lang="en-US">Proceeds from notes payable - non-related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromIssuanceOfCommonStock" xlink:label="us-gaap_ProceedsFromIssuanceOfCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromIssuanceOfCommonStock" xlink:to="us-gaap_ProceedsFromIssuanceOfCommonStock_lbl_103b67" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfCommonStock_lbl_103b67" xml:lang="en-US">Proceeds from issuances of common stock - non-related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromConvertibleDebt" xlink:label="us-gaap_ProceedsFromConvertibleDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromConvertibleDebt" xlink:to="us-gaap_ProceedsFromConvertibleDebt_lbl_3662a9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromConvertibleDebt_lbl_3662a9" xml:lang="en-US">Proceeds from convertible debenture</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebtIssuanceCosts" xlink:label="sobr_DebtIssuanceCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtIssuanceCosts" xlink:to="sobr_DebtIssuanceCosts_lbl_779f88" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebtIssuanceCosts_lbl_779f88" xml:lang="en-US">Debt issuance costs</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromIssuanceOfPreferredStockAndPreferenceStock" xlink:label="us-gaap_ProceedsFromIssuanceOfPreferredStockAndPreferenceStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromIssuanceOfPreferredStockAndPreferenceStock" xlink:to="us-gaap_ProceedsFromIssuanceOfPreferredStockAndPreferenceStock_lbl_366c34" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfPreferredStockAndPreferenceStock_lbl_366c34" xml:lang="en-US">Proceeds from offering of preferred stock - related parties</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl_f7742f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl_f7742f" xml:lang="en-US">Net cash provided by financing activities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl_37" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl_37" xml:lang="en-US">[Net Cash Provided by (Used in) Financing Activities]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashPeriodIncreaseDecrease" xlink:to="us-gaap_CashPeriodIncreaseDecrease_lbl_29cce6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_CashPeriodIncreaseDecrease_lbl_29cce6" xml:lang="en-US">Net Change In Cash</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CashPeriodIncreaseDecrease" xlink:label="us-gaap_CashPeriodIncreaseDecrease" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashPeriodIncreaseDecrease" xlink:to="us-gaap_CashPeriodIncreaseDecrease_lbl_38" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashPeriodIncreaseDecrease_lbl_38" xml:lang="en-US">[Cash, Period Increase (Decrease)]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:to="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_116bca" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_116bca" xml:lang="en-US">Cash At The Beginning Of The Period</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:to="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_39" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_39" xml:lang="en-US">[Cash and Cash Equivalents, at Carrying Value]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:to="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_1b6fb0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_CashAndCashEquivalentsAtCarryingValue_lbl_1b6fb0" xml:lang="en-US">Cash At The End Of The Period</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CashFlowNoncashInvestingAndFinancingActivitiesDisclosureAbstract" xlink:label="us-gaap_CashFlowNoncashInvestingAndFinancingActivitiesDisclosureAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashFlowNoncashInvestingAndFinancingActivitiesDisclosureAbstract" xlink:to="us-gaap_CashFlowNoncashInvestingAndFinancingActivitiesDisclosureAbstract_lbl_de460c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashFlowNoncashInvestingAndFinancingActivitiesDisclosureAbstract_lbl_de460c" xml:lang="en-US">Schedule Of Non-Cash Investing And Financing Activities:</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PrepaidExpensesWithCommonShares" xlink:label="sobr_PrepaidExpensesWithCommonShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PrepaidExpensesWithCommonShares" xlink:to="sobr_PrepaidExpensesWithCommonShares_lbl_06f0c2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PrepaidExpensesWithCommonShares_lbl_06f0c2" xml:lang="en-US">Prepaid expenses with common shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SharesToBeIssuedForAccruedDividends" xlink:label="sobr_SharesToBeIssuedForAccruedDividends" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SharesToBeIssuedForAccruedDividends" xlink:to="sobr_SharesToBeIssuedForAccruedDividends_lbl_af9c3e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SharesToBeIssuedForAccruedDividends_lbl_af9c3e" xml:lang="en-US">Shares to be issued for accrued dividends</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IntrinsicValueBeneficialConversionFeature" xlink:label="sobr_IntrinsicValueBeneficialConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IntrinsicValueBeneficialConversionFeature" xlink:to="sobr_IntrinsicValueBeneficialConversionFeature_lbl_51542e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IntrinsicValueBeneficialConversionFeature_lbl_51542e" xml:lang="en-US">Intrinsic value-beneficial conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelativeFairValueOfStockWarrantsGranted" xlink:label="sobr_RelativeFairValueOfStockWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelativeFairValueOfStockWarrantsGranted" xlink:to="sobr_RelativeFairValueOfStockWarrantsGranted_lbl_af18a6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelativeFairValueOfStockWarrantsGranted_lbl_af18a6" xml:lang="en-US">Fair value of stock warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainOnRelatedPartyPayablesConvertedToCapital" xlink:label="sobr_GainOnRelatedPartyPayablesConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnRelatedPartyPayablesConvertedToCapital" xlink:to="sobr_GainOnRelatedPartyPayablesConvertedToCapital_lbl_6bcde8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainOnRelatedPartyPayablesConvertedToCapital_lbl_6bcde8" xml:lang="en-US">Gain on related party payables converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AccountsPayablesAndAccruedExpensesConvertedToCapital" xlink:label="sobr_AccountsPayablesAndAccruedExpensesConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AccountsPayablesAndAccruedExpensesConvertedToCapital" xlink:to="sobr_AccountsPayablesAndAccruedExpensesConvertedToCapital_lbl_7bbf96" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AccountsPayablesAndAccruedExpensesConvertedToCapital_lbl_7bbf96" xml:lang="en-US">Accounts payables and accrued expenses converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyPayablesConvertedToCapital" xlink:label="sobr_RelatedPartyPayablesConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyPayablesConvertedToCapital" xlink:to="sobr_RelatedPartyPayablesConvertedToCapital_lbl_534e4b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyPayablesConvertedToCapital_lbl_534e4b" xml:lang="en-US">Related party payables converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyDebtConvertedToCapitalAfterExerciseOfCashlessStockWarrants" xlink:label="sobr_RelatedPartyDebtConvertedToCapitalAfterExerciseOfCashlessStockWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyDebtConvertedToCapitalAfterExerciseOfCashlessStockWarrants" xlink:to="sobr_RelatedPartyDebtConvertedToCapitalAfterExerciseOfCashlessStockWarrants_lbl_aaf638" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyDebtConvertedToCapitalAfterExerciseOfCashlessStockWarrants_lbl_aaf638" xml:lang="en-US">Related party debt converted to capital after exercise of cashless stock warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyDebtConvertedToCapital" xlink:label="sobr_RelatedPartyDebtConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyDebtConvertedToCapital" xlink:to="sobr_RelatedPartyDebtConvertedToCapital_lbl_d387cc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyDebtConvertedToCapital_lbl_d387cc" xml:lang="en-US">Related party debt converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyDebtConvertedToCapital" xlink:label="sobr_NonRelatedPartyDebtConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyDebtConvertedToCapital" xlink:to="sobr_NonRelatedPartyDebtConvertedToCapital_lbl_c0f8bc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyDebtConvertedToCapital_lbl_c0f8bc" xml:lang="en-US">Non-related party debt converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainOnRelatedPartyDebtConvertedToCapital" xlink:label="sobr_GainOnRelatedPartyDebtConvertedToCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnRelatedPartyDebtConvertedToCapital" xlink:to="sobr_GainOnRelatedPartyDebtConvertedToCapital_lbl_bb5a00" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainOnRelatedPartyDebtConvertedToCapital_lbl_bb5a00" xml:lang="en-US">Gain on related party debt converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SharesIssuedForCashReceivedInPriorYears" xlink:label="sobr_SharesIssuedForCashReceivedInPriorYears" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SharesIssuedForCashReceivedInPriorYears" xlink:to="sobr_SharesIssuedForCashReceivedInPriorYears_lbl_5054aa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SharesIssuedForCashReceivedInPriorYears_lbl_5054aa" xml:lang="en-US">Shares issued for cash received in prior years</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase" xlink:label="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase" xlink:to="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase_lbl_fc3955" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase_lbl_fc3955" xml:lang="en-US">Issuance of common stock, stock warrants and convertible note for asset purchase</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SharesIssuedForExecutiveCompensationInPriorYear" xlink:label="sobr_SharesIssuedForExecutiveCompensationInPriorYear" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SharesIssuedForExecutiveCompensationInPriorYear" xlink:to="sobr_SharesIssuedForExecutiveCompensationInPriorYear_lbl_820b42" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SharesIssuedForExecutiveCompensationInPriorYear_lbl_820b42" xml:lang="en-US">Shares issued for executive compensation in prior year</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainOnRelatedPartyConversionOfPreferredStockIntoCommonStock" xlink:label="sobr_GainOnRelatedPartyConversionOfPreferredStockIntoCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnRelatedPartyConversionOfPreferredStockIntoCommonStock" xlink:to="sobr_GainOnRelatedPartyConversionOfPreferredStockIntoCommonStock_lbl_d2e031" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainOnRelatedPartyConversionOfPreferredStockIntoCommonStock_lbl_d2e031" xml:lang="en-US">Gain on related party conversion of preferred stock into common stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleDebenturePayableDiscount" xlink:label="sobr_ConvertibleDebenturePayableDiscount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleDebenturePayableDiscount" xlink:to="sobr_ConvertibleDebenturePayableDiscount_lbl_149bcb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleDebenturePayableDiscount_lbl_149bcb" xml:lang="en-US">Convertible debenture payable discount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfEmbeddedConversionFeature" xlink:label="sobr_FairValueOfEmbeddedConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfEmbeddedConversionFeature" xlink:to="sobr_FairValueOfEmbeddedConversionFeature_lbl_2e07be" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfEmbeddedConversionFeature_lbl_2e07be" xml:lang="en-US">Fair value of embedded conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfStockOptionsGranted" xlink:label="sobr_FairValueOfStockOptionsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfStockOptionsGranted" xlink:to="sobr_FairValueOfStockOptionsGranted_lbl_718aa9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfStockOptionsGranted_lbl_718aa9" xml:lang="en-US">Fair value of stock options granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExerciseOfCashlessStockWarrants" xlink:label="sobr_ExerciseOfCashlessStockWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExerciseOfCashlessStockWarrants" xlink:to="sobr_ExerciseOfCashlessStockWarrants_lbl_4ae715" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExerciseOfCashlessStockWarrants_lbl_4ae715" xml:lang="en-US">Exercise of cashless stock warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PreferredStockDividendAccrued" xlink:label="sobr_PreferredStockDividendAccrued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferredStockDividendAccrued" xlink:to="sobr_PreferredStockDividendAccrued_lbl_11e629" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PreferredStockDividendAccrued_lbl_11e629" xml:lang="en-US">Preferred stock dividend accrued</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SupplementalCashFlowElementsAbstract" xlink:label="us-gaap_SupplementalCashFlowElementsAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SupplementalCashFlowElementsAbstract" xlink:to="us-gaap_SupplementalCashFlowElementsAbstract_lbl_b52141" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SupplementalCashFlowElementsAbstract_lbl_b52141" xml:lang="en-US">Supplemental Disclosure:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestPaid" xlink:label="us-gaap_InterestPaid" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPaid" xlink:to="us-gaap_InterestPaid_lbl_8d203b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestPaid_lbl_8d203b" xml:lang="en-US">Cash paid for interest</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeTaxesPaid" xlink:label="us-gaap_IncomeTaxesPaid" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxesPaid" xlink:to="us-gaap_IncomeTaxesPaid_lbl_2c4fc7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxesPaid_lbl_2c4fc7" xml:lang="en-US">Cash paid for income taxes</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AccountingPoliciesAbstract" xlink:label="us-gaap_AccountingPoliciesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AccountingPoliciesAbstract" xlink:to="us-gaap_AccountingPoliciesAbstract_lbl_203c71" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AccountingPoliciesAbstract_lbl_203c71" xml:lang="en-US">ORGANIZATION, OPERATIONS AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsDisclosureTextBlock" xlink:label="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsDisclosureTextBlock" xlink:to="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsDisclosureTextBlock_lbl_a868d3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OrganizationConsolidationAndPresentationOfFinancialStatementsDisclosureTextBlock_lbl_a868d3" xml:lang="en-US">NOTE 1. ORGANIZATION, OPERATIONS AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RisksAndUncertaintiesAbstract" xlink:label="us-gaap_RisksAndUncertaintiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RisksAndUncertaintiesAbstract" xlink:to="us-gaap_RisksAndUncertaintiesAbstract_lbl_c3e65b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RisksAndUncertaintiesAbstract_lbl_c3e65b" xml:lang="en-US">GOING CONCERN</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SubstantialDoubtAboutGoingConcernTextBlock" xlink:label="us-gaap_SubstantialDoubtAboutGoingConcernTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SubstantialDoubtAboutGoingConcernTextBlock" xlink:to="us-gaap_SubstantialDoubtAboutGoingConcernTextBlock_lbl_ef7f5d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SubstantialDoubtAboutGoingConcernTextBlock_lbl_ef7f5d" xml:lang="en-US">NOTE 2. GOING CONCERN</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GoodwillAndIntangibleAssetsDisclosureAbstract" xlink:label="us-gaap_GoodwillAndIntangibleAssetsDisclosureAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillAndIntangibleAssetsDisclosureAbstract" xlink:to="us-gaap_GoodwillAndIntangibleAssetsDisclosureAbstract_lbl_d730cb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillAndIntangibleAssetsDisclosureAbstract_lbl_d730cb" xml:lang="en-US">ASSET PURCHASE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RestrictedAssetsDisclosureTextBlock" xlink:label="us-gaap_RestrictedAssetsDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RestrictedAssetsDisclosureTextBlock" xlink:to="us-gaap_RestrictedAssetsDisclosureTextBlock_lbl_3fc579" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RestrictedAssetsDisclosureTextBlock_lbl_3fc579" xml:lang="en-US">NOTE 3. ASSET PURCHASE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LeasesAbstract" xlink:label="us-gaap_LeasesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeasesAbstract" xlink:to="us-gaap_LeasesAbstract_lbl_881d83" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeasesAbstract_lbl_881d83" xml:lang="en-US">PREPAID EXPENSES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OtherCurrentAssetsTextBlock" xlink:label="us-gaap_OtherCurrentAssetsTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherCurrentAssetsTextBlock" xlink:to="us-gaap_OtherCurrentAssetsTextBlock_lbl_09107f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherCurrentAssetsTextBlock_lbl_09107f" xml:lang="en-US">NOTE 4. PREPAID EXPENSES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentAbstract" xlink:label="us-gaap_PropertyPlantAndEquipmentAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentAbstract" xlink:to="us-gaap_PropertyPlantAndEquipmentAbstract_lbl_c9218a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentAbstract_lbl_c9218a" xml:lang="en-US">PROPERTY AND EQUIPMENT</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_lbl_329857" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_lbl_329857" xml:lang="en-US">NOTE 5. PROPERTY AND EQUIPMENT</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IntangibleAssetsNetExcludingGoodwillAbstract" xlink:label="us-gaap_IntangibleAssetsNetExcludingGoodwillAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IntangibleAssetsNetExcludingGoodwillAbstract" xlink:to="us-gaap_IntangibleAssetsNetExcludingGoodwillAbstract_lbl_6bf28f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IntangibleAssetsNetExcludingGoodwillAbstract_lbl_6bf28f" xml:lang="en-US">INTANGIBLE ASSETS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GoodwillAndIntangibleAssetsDisclosureTextBlock" xlink:label="us-gaap_GoodwillAndIntangibleAssetsDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillAndIntangibleAssetsDisclosureTextBlock" xlink:to="us-gaap_GoodwillAndIntangibleAssetsDisclosureTextBlock_lbl_a8e12d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillAndIntangibleAssetsDisclosureTextBlock_lbl_a8e12d" xml:lang="en-US">NOTE 6. INTANGIBLE ASSETS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RelatedPartyTransactionsAbstract" xlink:label="us-gaap_RelatedPartyTransactionsAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsAbstract" xlink:to="us-gaap_RelatedPartyTransactionsAbstract_lbl_bfabb1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsAbstract_lbl_bfabb1" xml:lang="en-US">RELATED PARTY TRANSACTIONS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RelatedPartyTransactionsDisclosureTextBlock" xlink:label="us-gaap_RelatedPartyTransactionsDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsDisclosureTextBlock" xlink:to="us-gaap_RelatedPartyTransactionsDisclosureTextBlock_lbl_d3b489" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsDisclosureTextBlock_lbl_d3b489" xml:lang="en-US">NOTE 7. RELATED PARTY TRANSACTIONS</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleDebenturePayableDisclosureTextBlock" xlink:label="sobr_ConvertibleDebenturePayableDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleDebenturePayableDisclosureTextBlock" xlink:to="sobr_ConvertibleDebenturePayableDisclosureTextBlock_lbl_b90829" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleDebenturePayableDisclosureTextBlock_lbl_b90829" xml:lang="en-US">NOTE 7. CONVERTIBLE DEBENTURE PAYABLE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NotesPayableAbstract" xlink:label="us-gaap_NotesPayableAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayableAbstract" xlink:to="us-gaap_NotesPayableAbstract_lbl_a8b532" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesPayableAbstract_lbl_a8b532" xml:lang="en-US">NOTES PAYABLE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtDisclosureTextBlock" xlink:label="us-gaap_DebtDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtDisclosureTextBlock" xlink:to="us-gaap_DebtDisclosureTextBlock_lbl_bf66bd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtDisclosureTextBlock_lbl_bf66bd" xml:lang="en-US">NOTE 8. NOTES PAYABLE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeLiabilitiesAbstract" xlink:label="us-gaap_DerivativeLiabilitiesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilitiesAbstract" xlink:to="us-gaap_DerivativeLiabilitiesAbstract_lbl_2c556e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeLiabilitiesAbstract_lbl_2c556e" xml:lang="en-US">DERIVATIVE LIABILITY</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativesAndFairValueTextBlock" xlink:label="us-gaap_DerivativesAndFairValueTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativesAndFairValueTextBlock" xlink:to="us-gaap_DerivativesAndFairValueTextBlock_lbl_e8a264" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativesAndFairValueTextBlock_lbl_e8a264" xml:lang="en-US">NOTE 9. DERIVATIVE LIABILITY</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommonStockNumberOfSharesParValueAndOtherDisclosuresAbstract" xlink:label="us-gaap_CommonStockNumberOfSharesParValueAndOtherDisclosuresAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockNumberOfSharesParValueAndOtherDisclosuresAbstract" xlink:to="us-gaap_CommonStockNumberOfSharesParValueAndOtherDisclosuresAbstract_lbl_240bc9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockNumberOfSharesParValueAndOtherDisclosuresAbstract_lbl_240bc9" xml:lang="en-US">COMMON STOCK</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockholdersEquityNoteDisclosureTextBlock" xlink:label="us-gaap_StockholdersEquityNoteDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquityNoteDisclosureTextBlock" xlink:to="us-gaap_StockholdersEquityNoteDisclosureTextBlock_lbl_522409" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquityNoteDisclosureTextBlock_lbl_522409" xml:lang="en-US">NOTE 10. COMMON STOCK</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EquityAbstract" xlink:label="us-gaap_EquityAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EquityAbstract" xlink:to="us-gaap_EquityAbstract_lbl_28425a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EquityAbstract_lbl_28425a" xml:lang="en-US">PREFERRED STOCK</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockTextBlock" xlink:label="us-gaap_PreferredStockTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockTextBlock" xlink:to="us-gaap_PreferredStockTextBlock_lbl_6352fb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockTextBlock_lbl_6352fb" xml:lang="en-US">NOTE 11. PREFERRED STOCK</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract" xlink:label="us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract" xlink:to="us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract_lbl_591fa1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract_lbl_591fa1" xml:lang="en-US">STOCK SUBSCRIPTIONS PAYABLE</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_Note12StockSubscriptionsPayableTextBlock" xlink:label="sobr_Note12StockSubscriptionsPayableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_Note12StockSubscriptionsPayableTextBlock" xlink:to="sobr_Note12StockSubscriptionsPayableTextBlock_lbl_6bc97c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_Note12StockSubscriptionsPayableTextBlock_lbl_6bc97c" xml:lang="en-US">NOTE 12. STOCK SUBSCRIPTIONS PAYABLE</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_WarrantsAndRightsNoteDisclosureAbstract" xlink:label="us-gaap_WarrantsAndRightsNoteDisclosureAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_WarrantsAndRightsNoteDisclosureAbstract" xlink:to="us-gaap_WarrantsAndRightsNoteDisclosureAbstract_lbl_959365" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_WarrantsAndRightsNoteDisclosureAbstract_lbl_959365" xml:lang="en-US">STOCK WARRANTS AND STOCK OPTIONS</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockWarrantsAndStockOptionsTextBlock" xlink:label="sobr_StockWarrantsAndStockOptionsTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockWarrantsAndStockOptionsTextBlock" xlink:to="sobr_StockWarrantsAndStockOptionsTextBlock_lbl_3ea531" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockWarrantsAndStockOptionsTextBlock_lbl_3ea531" xml:lang="en-US">NOTE 13. STOCK WARRANTS AND STOCK OPTIONS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommitmentsAndContingenciesDisclosureAbstract" xlink:label="us-gaap_CommitmentsAndContingenciesDisclosureAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommitmentsAndContingenciesDisclosureAbstract" xlink:to="us-gaap_CommitmentsAndContingenciesDisclosureAbstract_lbl_74aafc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommitmentsAndContingenciesDisclosureAbstract_lbl_74aafc" xml:lang="en-US">COMMITMENTS AND CONTINGENCIES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" xlink:label="us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommitmentsAndContingenciesDisclosureTextBlock" xlink:to="us-gaap_CommitmentsAndContingenciesDisclosureTextBlock_lbl_ad6fe2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommitmentsAndContingenciesDisclosureTextBlock_lbl_ad6fe2" xml:lang="en-US">NOTE 14. COMMITMENTS AND CONTINGENCIES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeTaxDisclosureAbstract" xlink:label="us-gaap_IncomeTaxDisclosureAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxDisclosureAbstract" xlink:to="us-gaap_IncomeTaxDisclosureAbstract_lbl_512dd1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxDisclosureAbstract_lbl_512dd1" xml:lang="en-US">INCOME TAXES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeTaxDisclosureTextBlock" xlink:label="us-gaap_IncomeTaxDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxDisclosureTextBlock" xlink:to="us-gaap_IncomeTaxDisclosureTextBlock_lbl_8151eb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxDisclosureTextBlock_lbl_8151eb" xml:lang="en-US">NOTE 15. INCOME TAXES</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SubsequentEventsAbstract" xlink:label="us-gaap_SubsequentEventsAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SubsequentEventsAbstract" xlink:to="us-gaap_SubsequentEventsAbstract_lbl_3dc58f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SubsequentEventsAbstract_lbl_3dc58f" xml:lang="en-US">SUBSEQUENT EVENTS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SubsequentEventsTextBlock" xlink:label="us-gaap_SubsequentEventsTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SubsequentEventsTextBlock" xlink:to="us-gaap_SubsequentEventsTextBlock_lbl_60d226" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SubsequentEventsTextBlock_lbl_60d226" xml:lang="en-US">NOTE 16. SUBSEQUENT EVENTS</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock" xlink:label="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock" xlink:to="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock_lbl_a7eaf2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock_lbl_a7eaf2" xml:lang="en-US">NOTE 17. REVISION TO PREVIOUSLY FILED FINANCIAL STATEMENTS</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_BasisOfAccountingPolicyPolicyTextBlock" xlink:label="us-gaap_BasisOfAccountingPolicyPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BasisOfAccountingPolicyPolicyTextBlock" xlink:to="us-gaap_BasisOfAccountingPolicyPolicyTextBlock_lbl_674d1b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BasisOfAccountingPolicyPolicyTextBlock_lbl_674d1b" xml:lang="en-US">Basis of Presentation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConsolidationPolicyTextBlock" xlink:label="us-gaap_ConsolidationPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConsolidationPolicyTextBlock" xlink:to="us-gaap_ConsolidationPolicyTextBlock_lbl_c9a1a4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConsolidationPolicyTextBlock_lbl_c9a1a4" xml:lang="en-US">Principles of consolidation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_UseOfEstimates" xlink:label="us-gaap_UseOfEstimates" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_UseOfEstimates" xlink:to="us-gaap_UseOfEstimates_lbl_4122a2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_UseOfEstimates_lbl_4122a2" xml:lang="en-US">Use of Estimates</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FairValueOfFinancialInstrumentsPolicy" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueOfFinancialInstrumentsPolicy" xlink:to="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl_8a785f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl_8a785f" xml:lang="en-US">Financial Instruments</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsPolicyTextBlock" xlink:to="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl_480eb5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl_480eb5" xml:lang="en-US">Cash</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CashAndCashEquivalentsPolicyTextBlock" xlink:label="us-gaap_CashAndCashEquivalentsPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashAndCashEquivalentsPolicyTextBlock" xlink:to="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl_6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashAndCashEquivalentsPolicyTextBlock_lbl_6" xml:lang="en-US">Cash and Cash Equivalents, Policy [Policy Text Block]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock" xlink:label="us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock" xlink:to="us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock_lbl_d7acd5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AccountsPayableAndAccruedLiabilitiesDisclosureTextBlock_lbl_d7acd5" xml:lang="en-US">Prepaid Expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_BeneficialConversionFeaturesPoliciesTextBlock" xlink:label="sobr_BeneficialConversionFeaturesPoliciesTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_BeneficialConversionFeaturesPoliciesTextBlock" xlink:to="sobr_BeneficialConversionFeaturesPoliciesTextBlock_lbl_4e55f3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_BeneficialConversionFeaturesPoliciesTextBlock_lbl_4e55f3" xml:lang="en-US">Beneficial Conversion Features</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DerivativeInstrumentspolicytextblock" xlink:label="sobr_DerivativeInstrumentspolicytextblock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DerivativeInstrumentspolicytextblock" xlink:to="sobr_DerivativeInstrumentspolicytextblock_lbl_418929" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DerivativeInstrumentspolicytextblock_lbl_418929" xml:lang="en-US">Debt Issuance Costs</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PreferredStockPolicyTextBlock" xlink:label="sobr_PreferredStockPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferredStockPolicyTextBlock" xlink:to="sobr_PreferredStockPolicyTextBlock_lbl_23d026" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PreferredStockPolicyTextBlock_lbl_23d026" xml:lang="en-US">Preferred Stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_MinorityInterestNoncontrollingInterestPolicYTextBlock" xlink:label="sobr_MinorityInterestNoncontrollingInterestPolicYTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MinorityInterestNoncontrollingInterestPolicYTextBlock" xlink:to="sobr_MinorityInterestNoncontrollingInterestPolicYTextBlock_lbl_01c571" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_MinorityInterestNoncontrollingInterestPolicYTextBlock_lbl_01c571" xml:lang="en-US">Minority Interest (Noncontrolling Interest)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy" xlink:label="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy" xlink:to="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy_lbl_3643ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationOptionAndIncentivePlansPolicy_lbl_3643ee" xml:lang="en-US">Stock-based compensation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ResearchAndDevelopmentExpensePolicy" xlink:label="us-gaap_ResearchAndDevelopmentExpensePolicy" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ResearchAndDevelopmentExpensePolicy" xlink:to="us-gaap_ResearchAndDevelopmentExpensePolicy_lbl_a0c6dd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ResearchAndDevelopmentExpensePolicy_lbl_a0c6dd" xml:lang="en-US">Research and Development</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AdvertisingCostsPolicyTextBlock" xlink:label="us-gaap_AdvertisingCostsPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdvertisingCostsPolicyTextBlock" xlink:to="us-gaap_AdvertisingCostsPolicyTextBlock_lbl_d4891a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdvertisingCostsPolicyTextBlock_lbl_d4891a" xml:lang="en-US">Advertising and Marketing Costs</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DepreciationDepletionAndAmortizationPolicyTextBlock" xlink:label="us-gaap_DepreciationDepletionAndAmortizationPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DepreciationDepletionAndAmortizationPolicyTextBlock" xlink:to="us-gaap_DepreciationDepletionAndAmortizationPolicyTextBlock_lbl_4f5880" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DepreciationDepletionAndAmortizationPolicyTextBlock_lbl_4f5880" xml:lang="en-US">Depreciation</link:label>
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxPolicyTextBlock" xlink:to="us-gaap_IncomeTaxPolicyTextBlock_lbl_93938b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxPolicyTextBlock_lbl_93938b" xml:lang="en-US">Income tax</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EarningsPerSharePolicyTextBlock" xlink:label="us-gaap_EarningsPerSharePolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EarningsPerSharePolicyTextBlock" xlink:to="us-gaap_EarningsPerSharePolicyTextBlock_lbl_8ef665" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EarningsPerSharePolicyTextBlock_lbl_8ef665" xml:lang="en-US">Net loss per share</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConcentrationRiskDisclosureTextBlock" xlink:label="us-gaap_ConcentrationRiskDisclosureTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskDisclosureTextBlock" xlink:to="us-gaap_ConcentrationRiskDisclosureTextBlock_lbl_8a16bb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskDisclosureTextBlock_lbl_8a16bb" xml:lang="en-US">Concentration of Credit Risk</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartiesPolicyTextBlock" xlink:label="sobr_RelatedPartiesPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartiesPolicyTextBlock" xlink:to="sobr_RelatedPartiesPolicyTextBlock_lbl_9ab734" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartiesPolicyTextBlock_lbl_9ab734" xml:lang="en-US">Related Parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" xlink:label="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" xlink:to="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_lbl_fdd337" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_lbl_fdd337" xml:lang="en-US">New Pronouncements</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CorrectionOfErrorpolicytextblock" xlink:label="sobr_CorrectionOfErrorpolicytextblock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CorrectionOfErrorpolicytextblock" xlink:to="sobr_CorrectionOfErrorpolicytextblock_lbl_1be9e1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CorrectionOfErrorpolicytextblock_lbl_1be9e1" xml:lang="en-US">Correction of Error</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativesPolicyTextBlock" xlink:label="us-gaap_DerivativesPolicyTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativesPolicyTextBlock" xlink:to="us-gaap_DerivativesPolicyTextBlock_lbl_875b62" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativesPolicyTextBlock_lbl_875b62" xml:lang="en-US">Derivative Instruments</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock" xlink:label="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock" xlink:to="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock_lbl_4eda48" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfFairValueAssetsAndLiabilitiesMeasuredOnRecurringBasisTableTextBlock_lbl_4eda48" xml:lang="en-US">Schedule of fair value of assets and liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SummaryOfClosingTransactionsTableTextBlock" xlink:label="sobr_SummaryOfClosingTransactionsTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SummaryOfClosingTransactionsTableTextBlock" xlink:to="sobr_SummaryOfClosingTransactionsTableTextBlock_lbl_10105d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SummaryOfClosingTransactionsTableTextBlock_lbl_10105d" xml:lang="en-US">Summary of closing transactions</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfOtherCurrentAssetsTableTextBlock" xlink:label="us-gaap_ScheduleOfOtherCurrentAssetsTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfOtherCurrentAssetsTableTextBlock" xlink:to="us-gaap_ScheduleOfOtherCurrentAssetsTableTextBlock_lbl_10c5e7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfOtherCurrentAssetsTableTextBlock_lbl_10c5e7" xml:lang="en-US">Schedule of prepaid expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfPublicUtilityPropertyPlantAndEquipmentTextBlock" xlink:label="us-gaap_ScheduleOfPublicUtilityPropertyPlantAndEquipmentTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfPublicUtilityPropertyPlantAndEquipmentTextBlock" xlink:to="us-gaap_ScheduleOfPublicUtilityPropertyPlantAndEquipmentTextBlock_lbl_b80beb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfPublicUtilityPropertyPlantAndEquipmentTextBlock_lbl_b80beb" xml:lang="en-US">Summary of property plant and equipment</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ScheduleOfEstimatedFutureAmortizationExpenseTableTextBlock" xlink:label="sobr_ScheduleOfEstimatedFutureAmortizationExpenseTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ScheduleOfEstimatedFutureAmortizationExpenseTableTextBlock" xlink:to="sobr_ScheduleOfEstimatedFutureAmortizationExpenseTableTextBlock_lbl_1309cf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ScheduleOfEstimatedFutureAmortizationExpenseTableTextBlock_lbl_1309cf" xml:lang="en-US">Schedule of estimated future amortization expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfFiniteLivedIntangibleAssetsTableTextBlock" xlink:label="us-gaap_ScheduleOfFiniteLivedIntangibleAssetsTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfFiniteLivedIntangibleAssetsTableTextBlock" xlink:to="us-gaap_ScheduleOfFiniteLivedIntangibleAssetsTableTextBlock_lbl_6612f4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfFiniteLivedIntangibleAssetsTableTextBlock_lbl_6612f4" xml:lang="en-US">Summary of Intangible Assets</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfShortTermDebtTextBlock" xlink:label="us-gaap_ScheduleOfShortTermDebtTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfShortTermDebtTextBlock" xlink:to="us-gaap_ScheduleOfShortTermDebtTextBlock_lbl_2a38e2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfShortTermDebtTextBlock_lbl_2a38e2" xml:lang="en-US">Schedule of notes payables - related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ScheduleOfNotesPayablesNonRelatedParties" xlink:label="sobr_ScheduleOfNotesPayablesNonRelatedParties" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ScheduleOfNotesPayablesNonRelatedParties" xlink:to="sobr_ScheduleOfNotesPayablesNonRelatedParties_lbl_ec6160" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ScheduleOfNotesPayablesNonRelatedParties_lbl_ec6160" xml:lang="en-US">Schedule of notes payables - non related parties</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleDebtTableTextBlock" xlink:label="us-gaap_ConvertibleDebtTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtTableTextBlock" xlink:to="us-gaap_ConvertibleDebtTableTextBlock_lbl_2e7b33" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleDebtTableTextBlock_lbl_2e7b33" xml:lang="en-US">Schedule of debenture payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfDerivativeLiabilitiesAtFairValueTableTextBlock" xlink:label="us-gaap_ScheduleOfDerivativeLiabilitiesAtFairValueTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfDerivativeLiabilitiesAtFairValueTableTextBlock" xlink:to="us-gaap_ScheduleOfDerivativeLiabilitiesAtFairValueTableTextBlock_lbl_984ac7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfDerivativeLiabilitiesAtFairValueTableTextBlock_lbl_984ac7" xml:lang="en-US">Schedule of activity of derivative liability</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock" xlink:label="us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock" xlink:to="us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_lbl_10d82d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_lbl_10d82d" xml:lang="en-US">Schedule of fair value of non-employee stock/warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfStockholdersEquityNoteWarrantsOrRightsTextBlock" xlink:label="us-gaap_ScheduleOfStockholdersEquityNoteWarrantsOrRightsTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfStockholdersEquityNoteWarrantsOrRightsTextBlock" xlink:to="us-gaap_ScheduleOfStockholdersEquityNoteWarrantsOrRightsTextBlock_lbl_323675" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfStockholdersEquityNoteWarrantsOrRightsTextBlock_lbl_323675" xml:lang="en-US">Schedule of outstanding warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfStockOptionsRollForwardTableTextBlock" xlink:label="us-gaap_ScheduleOfStockOptionsRollForwardTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfStockOptionsRollForwardTableTextBlock" xlink:to="us-gaap_ScheduleOfStockOptionsRollForwardTableTextBlock_lbl_07682b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfStockOptionsRollForwardTableTextBlock_lbl_07682b" xml:lang="en-US">Schedule of fair value of stock options</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock" xlink:label="us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock" xlink:to="us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_lbl_b8bacc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_lbl_b8bacc" xml:lang="en-US">Schedule of outstanding options</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:label="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock" xlink:to="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_lbl_6b4888" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfComponentsOfIncomeTaxExpenseBenefitTableTextBlock_lbl_6b4888" xml:lang="en-US">Schedule of provision for income tax</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock" xlink:label="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock" xlink:to="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock_lbl_7f3a49" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ScheduleOfDeferredTaxAssetsAndLiabilitiesTableTextBlock_lbl_7f3a49" xml:lang="en-US">Schedule of deferred tax asset</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FinancialInstrumentAxis" xlink:label="us-gaap_FinancialInstrumentAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FinancialInstrumentAxis" xlink:to="us-gaap_FinancialInstrumentAxis_lbl_7f1abf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FinancialInstrumentAxis_lbl_7f1abf" xml:lang="en-US">Financial Instrument Axis</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LevelOneMember" xlink:label="sobr_LevelOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LevelOneMember" xlink:to="sobr_LevelOneMember_lbl_fcb02f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LevelOneMember_lbl_fcb02f" xml:lang="en-US">Level 1 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LevelTwoMember" xlink:label="sobr_LevelTwoMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LevelTwoMember" xlink:to="sobr_LevelTwoMember_lbl_fbaeb0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LevelTwoMember_lbl_fbaeb0" xml:lang="en-US">Level 2 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LevelThreeMember" xlink:label="sobr_LevelThreeMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LevelThreeMember" xlink:to="sobr_LevelThreeMember_lbl_d09853" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LevelThreeMember_lbl_d09853" xml:lang="en-US">Level 3 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeLiabilities" xlink:label="us-gaap_DerivativeLiabilities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilities" xlink:to="us-gaap_DerivativeLiabilities_lbl_2ee9a1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeLiabilities_lbl_2ee9a1" xml:lang="en-US">Derivative liabilites</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeAssetsLiabilitiesAtFairValueNet" xlink:label="us-gaap_DerivativeAssetsLiabilitiesAtFairValueNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeAssetsLiabilitiesAtFairValueNet" xlink:to="us-gaap_DerivativeAssetsLiabilitiesAtFairValueNet_lbl_8c4f5c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeAssetsLiabilitiesAtFairValueNet_lbl_8c4f5c" xml:lang="en-US">Fair value assets and liabilities</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PlanNameAxis" xlink:label="us-gaap_PlanNameAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PlanNameAxis" xlink:to="us-gaap_PlanNameAxis_lbl_a92a29" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PlanNameAxis_lbl_a92a29" xml:lang="en-US">Plan Name [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AnnualMeetingOfShareholdersMember" xlink:label="sobr_AnnualMeetingOfShareholdersMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AnnualMeetingOfShareholdersMember" xlink:to="sobr_AnnualMeetingOfShareholdersMember_lbl_399594" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AnnualMeetingOfShareholdersMember_lbl_399594" xml:lang="en-US">Annual Meeting of Shareholders [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ImpairmentOfIntangibleAssetsFinitelived" xlink:label="us-gaap_ImpairmentOfIntangibleAssetsFinitelived" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ImpairmentOfIntangibleAssetsFinitelived" xlink:to="us-gaap_ImpairmentOfIntangibleAssetsFinitelived_lbl_754ec7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ImpairmentOfIntangibleAssetsFinitelived_lbl_754ec7" xml:lang="en-US">Impairment loss</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingIncomeLoss" xlink:to="us-gaap_OperatingIncomeLoss_lbl_ea4171" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl_ea4171" xml:lang="en-US">Loss from operation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_MarketingAndAdvertisingExpense" xlink:label="us-gaap_MarketingAndAdvertisingExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MarketingAndAdvertisingExpense" xlink:to="us-gaap_MarketingAndAdvertisingExpense_lbl_0e956b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MarketingAndAdvertisingExpense_lbl_0e956b" xml:lang="en-US">Advertising and marketing costs</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ResearchAndDevelopmentCosts" xlink:to="sobr_ResearchAndDevelopmentCosts_lbl_03ca8d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ResearchAndDevelopmentCosts_lbl_03ca8d" xml:lang="en-US">Research and development costs</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ResearchAndDevelopmentCosts" xlink:label="sobr_ResearchAndDevelopmentCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ResearchAndDevelopmentCosts" xlink:to="sobr_ResearchAndDevelopmentCosts_lbl_5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ResearchAndDevelopmentCosts_lbl_5" xml:lang="en-US">[Research and development costs]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ResearchAndDevelopmentExpense" xlink:to="us-gaap_ResearchAndDevelopmentExpense_lbl_672f32" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ResearchAndDevelopmentExpense_lbl_672f32" xml:lang="en-US">Research and development costs</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CashFDICInsuredAmount" xlink:label="us-gaap_CashFDICInsuredAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CashFDICInsuredAmount" xlink:to="us-gaap_CashFDICInsuredAmount_lbl_a9b1db" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CashFDICInsuredAmount_lbl_a9b1db" xml:lang="en-US">FDIC insured limit</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_MinorityInterestOwnershipPercentageByParent" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByParent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinorityInterestOwnershipPercentageByParent" xlink:to="us-gaap_MinorityInterestOwnershipPercentageByParent_lbl_ec055d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinorityInterestOwnershipPercentageByParent_lbl_ec055d" xml:lang="en-US">Ownership interest, percentage</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Depreciation" xlink:to="us-gaap_Depreciation_lbl_9c1e71" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_Depreciation_lbl_9c1e71" xml:lang="en-US">Depreciation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_Depreciation" xlink:label="us-gaap_Depreciation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Depreciation" xlink:to="us-gaap_Depreciation_lbl_9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Depreciation_lbl_9" xml:lang="en-US">[Depreciation]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FdicExceedAmount" xlink:label="sobr_FdicExceedAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FdicExceedAmount" xlink:to="sobr_FdicExceedAmount_lbl_df0395" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FdicExceedAmount_lbl_df0395" xml:lang="en-US">FDIC exceed amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ValuationAllowancePercentage" xlink:label="sobr_ValuationAllowancePercentage" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ValuationAllowancePercentage" xlink:to="sobr_ValuationAllowancePercentage_lbl_a34302" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ValuationAllowancePercentage_lbl_a34302" xml:lang="en-US">Valuation allowance, percentage</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DeferredTaxAssetsNet" xlink:label="us-gaap_DeferredTaxAssetsNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredTaxAssetsNet" xlink:to="us-gaap_DeferredTaxAssetsNet_lbl_29f080" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredTaxAssetsNet_lbl_29f080" xml:lang="en-US">Deferred tax asset</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesAuthorized" xlink:to="us-gaap_CommonStockSharesAuthorized_lbl_b0bce6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CommonStockSharesAuthorized_lbl_b0bce6" xml:lang="en-US">Common stock, shares authorized</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockParOrStatedValuePerShare" xlink:to="us-gaap_CommonStockParOrStatedValuePerShare_lbl_4cddd3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CommonStockParOrStatedValuePerShare_lbl_4cddd3" xml:lang="en-US">Common stock, par value</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockholdersEquityReverseStockSplit" xlink:label="us-gaap_StockholdersEquityReverseStockSplit" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockholdersEquityReverseStockSplit" xlink:to="us-gaap_StockholdersEquityReverseStockSplit_lbl_12a296" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquityReverseStockSplit_lbl_12a296" xml:lang="en-US">Description of reverse stock split</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_CededCreditRiskCollateralizationAxis" xlink:label="us-gaap_CededCreditRiskCollateralizationAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CededCreditRiskCollateralizationAxis" xlink:to="us-gaap_CededCreditRiskCollateralizationAxis_lbl_d8c99e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CededCreditRiskCollateralizationAxis_lbl_d8c99e" xml:lang="en-US">Ceded Credit Risk, Collateralization [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AwardDateAxis" xlink:label="us-gaap_AwardDateAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AwardDateAxis" xlink:to="us-gaap_AwardDateAxis_lbl_a8f7f3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AwardDateAxis_lbl_a8f7f3" xml:lang="en-US">Award Date [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GoingConcernMember" xlink:label="sobr_GoingConcernMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GoingConcernMember" xlink:to="sobr_GoingConcernMember_lbl_8d4fbb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GoingConcernMember_lbl_8d4fbb" xml:lang="en-US">Going Concern [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PrivateOfferingMember" xlink:label="sobr_PrivateOfferingMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PrivateOfferingMember" xlink:to="sobr_PrivateOfferingMember_lbl_811ce7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PrivateOfferingMember_lbl_811ce7" xml:lang="en-US">Private Offering [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_JanuaryFifteenTwoThousandTwentyOneMember" xlink:label="sobr_JanuaryFifteenTwoThousandTwentyOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_JanuaryFifteenTwoThousandTwentyOneMember" xlink:to="sobr_JanuaryFifteenTwoThousandTwentyOneMember_lbl_02dc8a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_JanuaryFifteenTwoThousandTwentyOneMember_lbl_02dc8a" xml:lang="en-US">January 15, 2021 [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RetainedEarningsAccumulatedDeficit" xlink:to="us-gaap_RetainedEarningsAccumulatedDeficit_lbl_3a5042" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit_lbl_3a5042" xml:lang="en-US">Accumulated deficit</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromIssuanceOfDebt" xlink:label="us-gaap_ProceedsFromIssuanceOfDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromIssuanceOfDebt" xlink:to="us-gaap_ProceedsFromIssuanceOfDebt_lbl_c1573a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfDebt_lbl_c1573a" xml:lang="en-US">Proceeds from convertible debt</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebtFaceAmount" xlink:label="sobr_DebtFaceAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtFaceAmount" xlink:to="sobr_DebtFaceAmount_lbl_c8d983" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebtFaceAmount_lbl_c8d983" xml:lang="en-US">Debt face amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OidPercentage" xlink:label="sobr_OidPercentage" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OidPercentage" xlink:to="sobr_OidPercentage_lbl_90a466" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OidPercentage_lbl_90a466" xml:lang="en-US">OID percentage</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NetCashUsedInOperatingActivities" xlink:to="sobr_NetCashUsedInOperatingActivities_lbl_b96b79" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NetCashUsedInOperatingActivities_lbl_b96b79" xml:lang="en-US">Net cash used in operating activities</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NetCashUsedInOperatingActivities" xlink:label="sobr_NetCashUsedInOperatingActivities" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NetCashUsedInOperatingActivities" xlink:to="sobr_NetCashUsedInOperatingActivities_lbl_6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NetCashUsedInOperatingActivities_lbl_6" xml:lang="en-US">[Net cash used in operating activities]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AdditionalOfferingAmount" xlink:label="sobr_AdditionalOfferingAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AdditionalOfferingAmount" xlink:to="sobr_AdditionalOfferingAmount_lbl_0e3f2c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AdditionalOfferingAmount_lbl_0e3f2c" xml:lang="en-US">Additional offering amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OfferingAmount" xlink:label="sobr_OfferingAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OfferingAmount" xlink:to="sobr_OfferingAmount_lbl_334fd9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OfferingAmount_lbl_334fd9" xml:lang="en-US">Offering amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ContractTerminationClaimsDescription" xlink:label="us-gaap_ContractTerminationClaimsDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractTerminationClaimsDescription" xlink:to="us-gaap_ContractTerminationClaimsDescription_lbl_11a43e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractTerminationClaimsDescription_lbl_11a43e" xml:lang="en-US">Termination date description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PropertyAndEquipmentGross" xlink:label="sobr_PropertyAndEquipmentGross" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PropertyAndEquipmentGross" xlink:to="sobr_PropertyAndEquipmentGross_lbl_e6a783" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PropertyAndEquipmentGross_lbl_e6a783" xml:lang="en-US">Property and equipment</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IntangibleAssets" xlink:label="sobr_IntangibleAssets" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IntangibleAssets" xlink:to="sobr_IntangibleAssets_lbl_b949e9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IntangibleAssets_lbl_b949e9" xml:lang="en-US">Intangible assets</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TotalAssets" xlink:label="sobr_TotalAssets" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TotalAssets" xlink:to="sobr_TotalAssets_lbl_141492" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TotalAssets_lbl_141492" xml:lang="en-US">Total assets</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NetPurchase" xlink:label="sobr_NetPurchase" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NetPurchase" xlink:to="sobr_NetPurchase_lbl_131324" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NetPurchase_lbl_131324" xml:lang="en-US">Net purchase (fair value of stock issued, warrants and notes payable)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_BusinessAcquisitionAxis" xlink:label="us-gaap_BusinessAcquisitionAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionAxis" xlink:to="us-gaap_BusinessAcquisitionAxis_lbl_b20016" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionAxis_lbl_b20016" xml:lang="en-US">Business Acquisition [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AssetPurchaseAgreementMember" xlink:label="sobr_AssetPurchaseAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AssetPurchaseAgreementMember" xlink:to="sobr_AssetPurchaseAgreementMember_lbl_eecf6a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AssetPurchaseAgreementMember_lbl_eecf6a" xml:lang="en-US">Asset Purchase Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IDTECMember" xlink:label="sobr_IDTECMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IDTECMember" xlink:to="sobr_IDTECMember_lbl_94b434" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IDTECMember_lbl_94b434" xml:lang="en-US">IDTEC [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EquityMethodInvestmentQuotedMarketValue" xlink:label="us-gaap_EquityMethodInvestmentQuotedMarketValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EquityMethodInvestmentQuotedMarketValue" xlink:to="us-gaap_EquityMethodInvestmentQuotedMarketValue_lbl_bfc7fd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EquityMethodInvestmentQuotedMarketValue_lbl_bfc7fd" xml:lang="en-US">Market price of shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LiabilityRequired" xlink:label="sobr_LiabilityRequired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LiabilityRequired" xlink:to="sobr_LiabilityRequired_lbl_9b3f33" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LiabilityRequired_lbl_9b3f33" xml:lang="en-US">Liability required</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice" xlink:label="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice" xlink:to="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_98bad4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_98bad4" xml:lang="en-US">Exercise price per share</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AssetsPurchaseUponSharaesIssued" xlink:label="sobr_AssetsPurchaseUponSharaesIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AssetsPurchaseUponSharaesIssued" xlink:to="sobr_AssetsPurchaseUponSharaesIssued_lbl_0b5de4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AssetsPurchaseUponSharaesIssued_lbl_0b5de4" xml:lang="en-US">Assets purchase upon shares issued</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AssetsPurchaseUponSharesIssuedShares" xlink:label="sobr_AssetsPurchaseUponSharesIssuedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AssetsPurchaseUponSharesIssuedShares" xlink:to="sobr_AssetsPurchaseUponSharesIssuedShares_lbl_2aacd3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AssetsPurchaseUponSharesIssuedShares_lbl_2aacd3" xml:lang="en-US">Assets purchase upon shares issued, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_d0242e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_d0242e" xml:lang="en-US">Common stock issuable upon exercise of warrant, shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetImpairmentCharges" xlink:to="us-gaap_AssetImpairmentCharges_lbl_4d1a8b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetImpairmentCharges_lbl_4d1a8b" xml:lang="en-US">Asset impairment loss</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfWarrantsIssued" xlink:label="sobr_FairValueOfWarrantsIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfWarrantsIssued" xlink:to="sobr_FairValueOfWarrantsIssued_lbl_d82f15" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfWarrantsIssued_lbl_d82f15" xml:lang="en-US">Fair value of warrants issued</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DescriptionOfFairValueEvaluation" xlink:label="sobr_DescriptionOfFairValueEvaluation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DescriptionOfFairValueEvaluation" xlink:to="sobr_DescriptionOfFairValueEvaluation_lbl_69c203" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DescriptionOfFairValueEvaluation_lbl_69c203" xml:lang="en-US">Description of fair value of assets evaluation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets" xlink:label="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets" xlink:to="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets_lbl_0c5a19" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets_lbl_0c5a19" xml:lang="en-US">Common stock, shares issued upon assets purchase</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharesIssuedPricePerShare" xlink:label="us-gaap_SharesIssuedPricePerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssuedPricePerShare" xlink:to="us-gaap_SharesIssuedPricePerShare_lbl_5045a0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharesIssuedPricePerShare_lbl_5045a0" xml:lang="en-US">Convertible notes, conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionOriginalDebtInterestRateOfDebt" xlink:label="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt" xlink:to="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt_lbl_691058" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt_lbl_691058" xml:lang="en-US">Interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleNotesPayable" xlink:label="us-gaap_ConvertibleNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayable" xlink:to="us-gaap_ConvertibleNotesPayable_lbl_399adb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleNotesPayable_lbl_399adb" xml:lang="en-US">Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AgreementDescription" xlink:label="sobr_AgreementDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AgreementDescription" xlink:to="sobr_AgreementDescription_lbl_22c0de" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AgreementDescription_lbl_22c0de" xml:lang="en-US">Agreement Description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConsultingServices" xlink:label="sobr_ConsultingServices" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConsultingServices" xlink:to="sobr_ConsultingServices_lbl_de3461" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConsultingServices_lbl_de3461" xml:lang="en-US">Consulting services</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PrepaidRent" xlink:label="us-gaap_PrepaidRent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PrepaidRent" xlink:to="us-gaap_PrepaidRent_lbl_a7c9f1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PrepaidRent_lbl_a7c9f1" xml:lang="en-US">Rent</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PrepaidInsurance" xlink:label="us-gaap_PrepaidInsurance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PrepaidInsurance" xlink:to="us-gaap_PrepaidInsurance_lbl_54643d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PrepaidInsurance_lbl_54643d" xml:lang="en-US">Insurance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OtherPrepaidExpenseCurrent" xlink:label="us-gaap_OtherPrepaidExpenseCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherPrepaidExpenseCurrent" xlink:to="us-gaap_OtherPrepaidExpenseCurrent_lbl_8e9a32" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherPrepaidExpenseCurrent_lbl_8e9a32" xml:lang="en-US">Other prepaid expenses</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PrepaidExpenseCurrent" xlink:to="us-gaap_PrepaidExpenseCurrent_lbl_029fff" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PrepaidExpenseCurrent_lbl_029fff" xml:lang="en-US">Prepaid expenses</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_TitleOfIndividualAxis" xlink:label="srt_TitleOfIndividualAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_TitleOfIndividualAxis" xlink:to="srt_TitleOfIndividualAxis_lbl_1815f0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_TitleOfIndividualAxis_lbl_1815f0" xml:lang="en-US">Title of Individual [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LeasesAgreementMember" xlink:label="sobr_LeasesAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LeasesAgreementMember" xlink:to="sobr_LeasesAgreementMember_lbl_6832e9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LeasesAgreementMember_lbl_6832e9" xml:lang="en-US">Lease Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TwoConsultingAgreementsMember" xlink:label="sobr_TwoConsultingAgreementsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TwoConsultingAgreementsMember" xlink:to="sobr_TwoConsultingAgreementsMember_lbl_3160f8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TwoConsultingAgreementsMember_lbl_3160f8" xml:lang="en-US">Two Consulting Agreements [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseAndRentalExpense" xlink:to="us-gaap_LeaseAndRentalExpense_lbl_ddb6ab" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_LeaseAndRentalExpense_lbl_ddb6ab" xml:lang="en-US">Rent</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LeaseAndRentalExpense" xlink:label="us-gaap_LeaseAndRentalExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseAndRentalExpense" xlink:to="us-gaap_LeaseAndRentalExpense_lbl_2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeaseAndRentalExpense_lbl_2" xml:lang="en-US">[Operating Leases, Rent Expense]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesOther" xlink:label="us-gaap_StockIssuedDuringPeriodSharesOther" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesOther" xlink:to="us-gaap_StockIssuedDuringPeriodSharesOther_lbl_e9c011" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesOther_lbl_e9c011" xml:lang="en-US">Common stock issued</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PrepaidExpensesWithCommonShares" xlink:to="sobr_PrepaidExpensesWithCommonShares_lbl_e2d3df" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_PrepaidExpensesWithCommonShares_lbl_e2d3df" xml:lang="en-US">Prepaid expenses with common shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodValueNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_22d6c6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_22d6c6" xml:lang="en-US">Common stock shares issued for cash, value</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_2dc6b9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_2dc6b9" xml:lang="en-US">Common stock shares issued for cash, shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensation" xlink:to="us-gaap_ShareBasedCompensation_lbl_04acf6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensation_lbl_04acf6" xml:lang="en-US">Stock- based compensation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentByTypeAxis" xlink:label="us-gaap_PropertyPlantAndEquipmentByTypeAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentByTypeAxis" xlink:to="us-gaap_PropertyPlantAndEquipmentByTypeAxis_lbl_e5c08d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentByTypeAxis_lbl_e5c08d" xml:lang="en-US">Property, Plant and Equipment, Type [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RoboticsAndTestingEquipmentMember" xlink:label="sobr_RoboticsAndTestingEquipmentMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RoboticsAndTestingEquipmentMember" xlink:to="sobr_RoboticsAndTestingEquipmentMember_lbl_713b53" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RoboticsAndTestingEquipmentMember_lbl_713b53" xml:lang="en-US">Robotics and testing equipment [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OfficeFurnitureAndEquipmentMember" xlink:label="sobr_OfficeFurnitureAndEquipmentMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OfficeFurnitureAndEquipmentMember" xlink:to="sobr_OfficeFurnitureAndEquipmentMember_lbl_25dd9b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OfficeFurnitureAndEquipmentMember_lbl_25dd9b" xml:lang="en-US">Office furniture and equipment [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentGross" xlink:label="us-gaap_PropertyPlantAndEquipmentGross" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentGross" xlink:to="us-gaap_PropertyPlantAndEquipmentGross_lbl_263674" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentGross_lbl_263674" xml:lang="en-US">Property and equipment, gross</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AccumulatedDepreciation" xlink:label="sobr_AccumulatedDepreciation" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AccumulatedDepreciation" xlink:to="sobr_AccumulatedDepreciation_lbl_6378cc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AccumulatedDepreciation_lbl_6378cc" xml:lang="en-US">Accumulated depreciation</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentDisposals" xlink:to="us-gaap_PropertyPlantAndEquipmentDisposals_lbl_8dc7b1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentDisposals_lbl_8dc7b1" xml:lang="en-US">Net property and equipment disposed</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentDisposals" xlink:label="us-gaap_PropertyPlantAndEquipmentDisposals" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentDisposals" xlink:to="us-gaap_PropertyPlantAndEquipmentDisposals_lbl_4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentDisposals_lbl_4" xml:lang="en-US">[Property, Plant and Equipment, Disposals]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentNet" xlink:label="us-gaap_PropertyPlantAndEquipmentNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentNet" xlink:to="us-gaap_PropertyPlantAndEquipmentNet_lbl_6fc470" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl_6fc470" xml:lang="en-US">Property and equipment, net</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FairValueByAssetClassAxis" xlink:label="us-gaap_FairValueByAssetClassAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueByAssetClassAxis" xlink:to="us-gaap_FairValueByAssetClassAxis_lbl_32dfae" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueByAssetClassAxis_lbl_32dfae" xml:lang="en-US">Asset Class [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentMember" xlink:label="us-gaap_PropertyPlantAndEquipmentMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentMember" xlink:to="us-gaap_PropertyPlantAndEquipmentMember_lbl_591557" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentMember_lbl_591557" xml:lang="en-US">Property, Plant and Equipment [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Depreciation" xlink:to="us-gaap_Depreciation_lbl_648221" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_Depreciation_lbl_648221" xml:lang="en-US">Depreciation</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:to="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl_8c5767" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl_8c5767" xml:lang="en-US">Estimated useful life</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IntellectualTechnologyMember" xlink:label="sobr_IntellectualTechnologyMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IntellectualTechnologyMember" xlink:to="sobr_IntellectualTechnologyMember_lbl_8b3738" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IntellectualTechnologyMember_lbl_8b3738" xml:lang="en-US">Intellectual Technology [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetUsefulLife" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetUsefulLife" xlink:to="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl_973247" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl_973247" xml:lang="en-US">Amortization Period</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsGross" xlink:label="us-gaap_FiniteLivedIntangibleAssetsGross" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsGross" xlink:to="us-gaap_FiniteLivedIntangibleAssetsGross_lbl_958a4f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsGross_lbl_958a4f" xml:lang="en-US">Intangible assets, gross</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization_lbl_99bb66" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization_lbl_99bb66" xml:lang="en-US">Accumulated amortization</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsNet" xlink:to="us-gaap_FiniteLivedIntangibleAssetsNet_lbl_68f1cc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsNet_lbl_68f1cc" xml:lang="en-US">Intangible assets, net</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextRollingTwelveMonths" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextRollingTwelveMonths" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextRollingTwelveMonths" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextRollingTwelveMonths_lbl_e8dd88" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextRollingTwelveMonths_lbl_e8dd88" xml:lang="en-US">2021</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearTwo" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearTwo" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearTwo" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearTwo_lbl_a95f1d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearTwo_lbl_a95f1d" xml:lang="en-US">2022</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearThree" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearThree" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearThree" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearThree_lbl_5f47b3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearThree_lbl_5f47b3" xml:lang="en-US">2023</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFour" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFour" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFour" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFour_lbl_99dd92" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFour_lbl_99dd92" xml:lang="en-US">2024</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFive" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFive" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFive" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFive_lbl_1a6e4d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearFive_lbl_1a6e4d" xml:lang="en-US">2025</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearSix" xlink:label="sobr_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearSix" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearSix" xlink:to="sobr_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearSix_lbl_d7ab26" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FiniteLivedIntangibleAssetsAmortizationExpenseRollingYearSix_lbl_d7ab26" xml:lang="en-US">2026</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingAfterYearFive" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingAfterYearFive" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingAfterYearFive" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingAfterYearFive_lbl_5985b1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseRollingAfterYearFive_lbl_5985b1" xml:lang="en-US">Thereafter</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AmortizationOfIntangibleAssets" xlink:label="us-gaap_AmortizationOfIntangibleAssets" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmortizationOfIntangibleAssets" xlink:to="us-gaap_AmortizationOfIntangibleAssets_lbl_726390" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AmortizationOfIntangibleAssets_lbl_726390" xml:lang="en-US">Amortization expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RelatedPartyTransactionAxis" xlink:label="us-gaap_RelatedPartyTransactionAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionAxis" xlink:to="us-gaap_RelatedPartyTransactionAxis_lbl_9158b8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionAxis_lbl_9158b8" xml:lang="en-US">Related Party Transaction [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:label="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis" xlink:to="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_lbl_88aef4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RelatedPartyTransactionsByRelatedPartyAxis_lbl_88aef4" xml:lang="en-US">Related Party [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DavidGandiniMember" xlink:label="sobr_DavidGandiniMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DavidGandiniMember" xlink:to="sobr_DavidGandiniMember_lbl_46d1e6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DavidGandiniMember_lbl_46d1e6" xml:lang="en-US">David Gandini [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GaryGrahamMember" xlink:label="sobr_GaryGrahamMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GaryGrahamMember" xlink:to="sobr_GaryGrahamMember_lbl_fecb2b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GaryGrahamMember_lbl_fecb2b" xml:lang="en-US">Gary Graham [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_KevinMooreMember" xlink:label="sobr_KevinMooreMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_KevinMooreMember" xlink:to="sobr_KevinMooreMember_lbl_187f44" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_KevinMooreMember_lbl_187f44" xml:lang="en-US">Kevin Moore [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_MrDavidGandiniMember" xlink:label="sobr_MrDavidGandiniMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MrDavidGandiniMember" xlink:to="sobr_MrDavidGandiniMember_lbl_4f302b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_MrDavidGandiniMember_lbl_4f302b" xml:lang="en-US">Mr. David Gandini [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_EmploymentAgreementMember" xlink:label="sobr_EmploymentAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_EmploymentAgreementMember" xlink:to="sobr_EmploymentAgreementMember_lbl_0d13b3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_EmploymentAgreementMember_lbl_0d13b3" xml:lang="en-US">Employment Agreement [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IDTECMember" xlink:to="sobr_IDTECMember_lbl_abc110" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_IDTECMember_lbl_abc110" xml:lang="en-US">IDTEC [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_DirectorMember" xlink:label="srt_DirectorMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_DirectorMember" xlink:to="srt_DirectorMember_lbl_770ccc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_DirectorMember_lbl_770ccc" xml:lang="en-US">Director [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LanphereLawGroupMember" xlink:label="sobr_LanphereLawGroupMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LanphereLawGroupMember" xlink:to="sobr_LanphereLawGroupMember_lbl_1a1f74" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LanphereLawGroupMember_lbl_1a1f74" xml:lang="en-US">Lanphere Law Group [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LeaseAgreementMember" xlink:label="sobr_LeaseAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LeaseAgreementMember" xlink:to="sobr_LeaseAgreementMember_lbl_50bc17" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LeaseAgreementMember_lbl_50bc17" xml:lang="en-US">Lease agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_VernonJustusMember" xlink:label="sobr_VernonJustusMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_VernonJustusMember" xlink:to="sobr_VernonJustusMember_lbl_205ef0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_VernonJustusMember_lbl_205ef0" xml:lang="en-US">Vernon Justus [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ShareExchangeAgreementMember" xlink:label="sobr_ShareExchangeAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ShareExchangeAgreementMember" xlink:to="sobr_ShareExchangeAgreementMember_lbl_1e7793" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ShareExchangeAgreementMember_lbl_1e7793" xml:lang="en-US">Share Exchange Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_MichaelLanphereMember" xlink:label="sobr_MichaelLanphereMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MichaelLanphereMember" xlink:to="sobr_MichaelLanphereMember_lbl_4f4f1b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_MichaelLanphereMember_lbl_4f4f1b" xml:lang="en-US">Michael Lanphere [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DevadattMishalMember" xlink:label="sobr_DevadattMishalMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DevadattMishalMember" xlink:to="sobr_DevadattMishalMember_lbl_138cd2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DevadattMishalMember_lbl_138cd2" xml:lang="en-US">Devadatt Mishal [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockPurchasePlanMember" xlink:label="sobr_StockPurchasePlanMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockPurchasePlanMember" xlink:to="sobr_StockPurchasePlanMember_lbl_7e1513" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockPurchasePlanMember_lbl_7e1513" xml:lang="en-US">Stock Purchase Plan [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CharlesBenningtonMember" xlink:label="sobr_CharlesBenningtonMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CharlesBenningtonMember" xlink:to="sobr_CharlesBenningtonMember_lbl_26424d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CharlesBenningtonMember_lbl_26424d" xml:lang="en-US">Charles Bennington [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NickNocetiMember" xlink:label="sobr_NickNocetiMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NickNocetiMember" xlink:to="sobr_NickNocetiMember_lbl_9a3935" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NickNocetiMember_lbl_9a3935" xml:lang="en-US">Nick Noceti [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PrakashGadgilMember" xlink:label="sobr_PrakashGadgilMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PrakashGadgilMember" xlink:to="sobr_PrakashGadgilMember_lbl_c087e1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PrakashGadgilMember_lbl_c087e1" xml:lang="en-US">Prakash Gadgil [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockPurchasePlanOneMember" xlink:label="sobr_StockPurchasePlanOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockPurchasePlanOneMember" xlink:to="sobr_StockPurchasePlanOneMember_lbl_70d767" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockPurchasePlanOneMember_lbl_70d767" xml:lang="en-US">Stock Purchase Plan One [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DevdattMishalMember" xlink:label="sobr_DevdattMishalMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DevdattMishalMember" xlink:to="sobr_DevdattMishalMember_lbl_251dd5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DevdattMishalMember_lbl_251dd5" xml:lang="en-US">Devdatt Mishal [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockPurchasePlanThreeMember" xlink:label="sobr_StockPurchasePlanThreeMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockPurchasePlanThreeMember" xlink:to="sobr_StockPurchasePlanThreeMember_lbl_f59329" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockPurchasePlanThreeMember_lbl_f59329" xml:lang="en-US">Stock Purchase Plan Three [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_VemonJustusMember" xlink:label="sobr_VemonJustusMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_VemonJustusMember" xlink:to="sobr_VemonJustusMember_lbl_9ad827" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_VemonJustusMember_lbl_9ad827" xml:lang="en-US">Vemon Justus [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockPurchasePlanTwoMember" xlink:label="sobr_StockPurchasePlanTwoMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockPurchasePlanTwoMember" xlink:to="sobr_StockPurchasePlanTwoMember_lbl_d14815" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockPurchasePlanTwoMember_lbl_d14815" xml:lang="en-US">Stock Purchase Plan Two [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DecemberThreeTwoThousandFourteenMember" xlink:label="sobr_DecemberThreeTwoThousandFourteenMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DecemberThreeTwoThousandFourteenMember" xlink:to="sobr_DecemberThreeTwoThousandFourteenMember_lbl_f72e09" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DecemberThreeTwoThousandFourteenMember_lbl_f72e09" xml:lang="en-US">December 3 2014 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockConversionPrice" xlink:label="sobr_CommonStockConversionPrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockConversionPrice" xlink:to="sobr_CommonStockConversionPrice_lbl_dc4894" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockConversionPrice_lbl_dc4894" xml:lang="en-US">Common stock conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LegalFeesInAccountsPayablePercentages" xlink:label="sobr_LegalFeesInAccountsPayablePercentages" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LegalFeesInAccountsPayablePercentages" xlink:to="sobr_LegalFeesInAccountsPayablePercentages_lbl_0de61a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LegalFeesInAccountsPayablePercentages_lbl_0de61a" xml:lang="en-US">Legal fees in accounts payable, percentages</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AttorneyFeesAndCostsPercentages" xlink:label="sobr_AttorneyFeesAndCostsPercentages" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AttorneyFeesAndCostsPercentages" xlink:to="sobr_AttorneyFeesAndCostsPercentages_lbl_f4fa50" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AttorneyFeesAndCostsPercentages_lbl_f4fa50" xml:lang="en-US">Attorney fees and costs, percentages</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePricesValue" xlink:label="sobr_ExercisePricesValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePricesValue" xlink:to="sobr_ExercisePricesValue_lbl_d33802" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricesValue_lbl_d33802" xml:lang="en-US">Exercise price value</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebtAfterForgaveAmount" xlink:label="sobr_DebtAfterForgaveAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtAfterForgaveAmount" xlink:to="sobr_DebtAfterForgaveAmount_lbl_a5d7fc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebtAfterForgaveAmount_lbl_a5d7fc" xml:lang="en-US">Debt amount after debt forgiveness</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_NotesPayable" xlink:label="us-gaap_NotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayable" xlink:to="us-gaap_NotesPayable_lbl_67ddfb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NotesPayable_lbl_67ddfb" xml:lang="en-US">Note payable amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AttorneyFeesAndCosts" xlink:label="sobr_AttorneyFeesAndCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AttorneyFeesAndCosts" xlink:to="sobr_AttorneyFeesAndCosts_lbl_93c2f2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AttorneyFeesAndCosts_lbl_93c2f2" xml:lang="en-US">Attorney fees and costs</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IssuanceOfConvertibleNotesPayable" xlink:label="sobr_IssuanceOfConvertibleNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IssuanceOfConvertibleNotesPayable" xlink:to="sobr_IssuanceOfConvertibleNotesPayable_lbl_0d27b2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IssuanceOfConvertibleNotesPayable_lbl_0d27b2" xml:lang="en-US">Issuance of convertible notes payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IndirectInterestAmountRecieved" xlink:label="sobr_IndirectInterestAmountRecieved" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IndirectInterestAmountRecieved" xlink:to="sobr_IndirectInterestAmountRecieved_lbl_ba1bd1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IndirectInterestAmountRecieved_lbl_ba1bd1" xml:lang="en-US">Indirect interest amount recieved</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:to="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_806e5c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_806e5c" xml:lang="en-US">Debt conversion rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayable" xlink:to="us-gaap_ConvertibleNotesPayable_lbl_eebc56" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConvertibleNotesPayable_lbl_eebc56" xml:lang="en-US">Convertible notes payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WorkingCapital" xlink:label="sobr_WorkingCapital" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WorkingCapital" xlink:to="sobr_WorkingCapital_lbl_c62fe3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WorkingCapital_lbl_c62fe3" xml:lang="en-US">Working capital</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DerivativeFixedInterestRate" xlink:label="us-gaap_DerivativeFixedInterestRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeFixedInterestRate" xlink:to="us-gaap_DerivativeFixedInterestRate_lbl_01d9c9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DerivativeFixedInterestRate_lbl_01d9c9" xml:lang="en-US">Unseured note interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockAcquire" xlink:label="sobr_CommonStockAcquire" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockAcquire" xlink:to="sobr_CommonStockAcquire_lbl_39ef40" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockAcquire_lbl_39ef40" xml:lang="en-US">Common stock acquire</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice" xlink:to="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_6b9c3f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_6b9c3f" xml:lang="en-US">Exercise price per share</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockOptionPlanExpense" xlink:to="us-gaap_StockOptionPlanExpense_lbl_362be2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockOptionPlanExpense_lbl_362be2" xml:lang="en-US">Stock option expense</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_cb9558" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_cb9558" xml:lang="en-US">Options vested</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2" xlink:to="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_lbl_2d001f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_lbl_2d001f" xml:lang="en-US">Expected lives</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AnnualBaseSalary" xlink:label="sobr_AnnualBaseSalary" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AnnualBaseSalary" xlink:to="sobr_AnnualBaseSalary_lbl_b80b2d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AnnualBaseSalary_lbl_b80b2d" xml:lang="en-US">Annual base salary</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesIssued" xlink:to="us-gaap_CommonStockSharesIssued_lbl_1b64df" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CommonStockSharesIssued_lbl_1b64df" xml:lang="en-US">Common stock, shares issued</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConversionOfStockDescription" xlink:label="us-gaap_ConversionOfStockDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockDescription" xlink:to="us-gaap_ConversionOfStockDescription_lbl_e5e309" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConversionOfStockDescription_lbl_e5e309" xml:lang="en-US">Stock options description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairMarketValueOfCommonStock" xlink:label="sobr_FairMarketValueOfCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairMarketValueOfCommonStock" xlink:to="sobr_FairMarketValueOfCommonStock_lbl_c96e8e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairMarketValueOfCommonStock_lbl_c96e8e" xml:lang="en-US">Fair market value of common stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RemainingPreVestingOptionShares" xlink:label="sobr_RemainingPreVestingOptionShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RemainingPreVestingOptionShares" xlink:to="sobr_RemainingPreVestingOptionShares_lbl_62695d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RemainingPreVestingOptionShares_lbl_62695d" xml:lang="en-US">Remaining pre-vesting option shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionsTerm" xlink:label="sobr_StockOptionsTerm" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionsTerm" xlink:to="sobr_StockOptionsTerm_lbl_c7212e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionsTerm_lbl_c7212e" xml:lang="en-US">Stock options term</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_Prev" xlink:label="sobr_Prev" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_Prev" xlink:to="sobr_Prev_lbl_6420ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_Prev_lbl_6420ee" xml:lang="en-US">Pre-vesting option shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateOfAdditionalOptionShares" xlink:label="sobr_AggregateOfAdditionalOptionShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateOfAdditionalOptionShares" xlink:to="sobr_AggregateOfAdditionalOptionShares_lbl_45c1d6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateOfAdditionalOptionShares_lbl_45c1d6" xml:lang="en-US">Aggregate of additional option shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesAcquisitions" xlink:label="us-gaap_StockIssuedDuringPeriodSharesAcquisitions" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesAcquisitions" xlink:to="us-gaap_StockIssuedDuringPeriodSharesAcquisitions_lbl_b60f71" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesAcquisitions_lbl_b60f71" xml:lang="en-US">Shares acquire</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsPurchased" xlink:label="sobr_WarrantsPurchased" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsPurchased" xlink:to="sobr_WarrantsPurchased_lbl_8de3df" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsPurchased_lbl_8de3df" xml:lang="en-US">Warrants purchased</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ccvth" xlink:label="sobr_ccvth" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ccvth" xlink:to="sobr_ccvth_lbl_c5e833" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ccvth_lbl_c5e833" xml:lang="en-US">Settlement of outstanding judgement</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsExercisePrice" xlink:label="sobr_WarrantsExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsExercisePrice" xlink:to="sobr_WarrantsExercisePrice_lbl_cc41ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsExercisePrice_lbl_cc41ee" xml:lang="en-US">Warrants exercise price</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_a6da47" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesNewIssues_lbl_a6da47" xml:lang="en-US">Common stock issue for settlement</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionConvertedInstrumentSharesIssued1" xlink:label="us-gaap_DebtConversionConvertedInstrumentSharesIssued1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentSharesIssued1" xlink:to="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_ebdb99" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_ebdb99" xml:lang="en-US">Debt conversion, converted instrument, shares issued, shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeneralAndAdministrativeExpense" xlink:to="us-gaap_GeneralAndAdministrativeExpense_lbl_6eee86" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl_6eee86" xml:lang="en-US">General and administrative expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DescriptionOfLessorLeasingArrangementsOperatingLeases" xlink:label="us-gaap_DescriptionOfLessorLeasingArrangementsOperatingLeases" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DescriptionOfLessorLeasingArrangementsOperatingLeases" xlink:to="us-gaap_DescriptionOfLessorLeasingArrangementsOperatingLeases_lbl_532cf8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DescriptionOfLessorLeasingArrangementsOperatingLeases_lbl_532cf8" xml:lang="en-US">Operating lease term description</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConversionOfStockSharesConverted1" xlink:label="us-gaap_ConversionOfStockSharesConverted1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockSharesConverted1" xlink:to="us-gaap_ConversionOfStockSharesConverted1_lbl_c060bc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConversionOfStockSharesConverted1_lbl_c060bc" xml:lang="en-US">Convertible preferred stock converted</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits" xlink:label="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits" xlink:to="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_31a49a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_31a49a" xml:lang="en-US">Common stock shares issuable for preferred stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConversionPrice" xlink:label="sobr_ConversionPrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConversionPrice" xlink:to="sobr_ConversionPrice_lbl_00180c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConversionPrice_lbl_00180c" xml:lang="en-US">Conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfTheCommonShares" xlink:label="sobr_FairValueOfTheCommonShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfTheCommonShares" xlink:to="sobr_FairValueOfTheCommonShares_lbl_cb2736" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfTheCommonShares_lbl_cb2736" xml:lang="en-US">Fair value of the common shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapital" xlink:to="us-gaap_AdditionalPaidInCapital_lbl_23b107" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AdditionalPaidInCapital_lbl_23b107" xml:lang="en-US">Additional paid-in capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ReductionOnRelatedPartyDebt" xlink:label="sobr_ReductionOnRelatedPartyDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionOnRelatedPartyDebt" xlink:to="sobr_ReductionOnRelatedPartyDebt_lbl_6232c8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ReductionOnRelatedPartyDebt_lbl_6232c8" xml:lang="en-US">Reduction in related party debt</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ReductionInRelatedPartyDebtPrincipal" xlink:label="sobr_ReductionInRelatedPartyDebtPrincipal" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionInRelatedPartyDebtPrincipal" xlink:to="sobr_ReductionInRelatedPartyDebtPrincipal_lbl_7d85a8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ReductionInRelatedPartyDebtPrincipal_lbl_7d85a8" xml:lang="en-US">Reduction in related party debt, principal</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ReductionInRelatedPartyDebtInterest" xlink:label="sobr_ReductionInRelatedPartyDebtInterest" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionInRelatedPartyDebtInterest" xlink:to="sobr_ReductionInRelatedPartyDebtInterest_lbl_f7f7e5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ReductionInRelatedPartyDebtInterest_lbl_f7f7e5" xml:lang="en-US">Reduction in related party debt, interest</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainsLossesOnExtinguishmentOfDebt" xlink:to="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_8d9d87" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_8d9d87" xml:lang="en-US">Gain on related party debt conversion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSharesIssuable" xlink:label="sobr_CommonStockSharesIssuable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSharesIssuable" xlink:to="sobr_CommonStockSharesIssuable_lbl_6f912d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSharesIssuable_lbl_6f912d" xml:lang="en-US">Common stock shares issuable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsToPurchaseCommonShares" xlink:label="sobr_WarrantsToPurchaseCommonShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsToPurchaseCommonShares" xlink:to="sobr_WarrantsToPurchaseCommonShares_lbl_d265b1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsToPurchaseCommonShares_lbl_d265b1" xml:lang="en-US">Warrants to purchase common shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentDecreaseForgiveness" xlink:label="us-gaap_DebtInstrumentDecreaseForgiveness" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentDecreaseForgiveness" xlink:to="us-gaap_DebtInstrumentDecreaseForgiveness_lbl_566d24" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentDecreaseForgiveness_lbl_566d24" xml:lang="en-US">Debt forgive amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssuedPricePerShare" xlink:to="us-gaap_SharesIssuedPricePerShare_lbl_7dfd99" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_SharesIssuedPricePerShare_lbl_7dfd99" xml:lang="en-US">Price per share</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PurchasePriceOfSharesIssued" xlink:label="sobr_PurchasePriceOfSharesIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PurchasePriceOfSharesIssued" xlink:to="sobr_PurchasePriceOfSharesIssued_lbl_77f34a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PurchasePriceOfSharesIssued_lbl_77f34a" xml:lang="en-US">Purchase price of shares issued</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AccruedLiabilitiesCurrent" xlink:to="us-gaap_AccruedLiabilitiesCurrent_lbl_80f6f9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AccruedLiabilitiesCurrent_lbl_80f6f9" xml:lang="en-US">Accrued interest</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentFaceAmount" xlink:label="us-gaap_DebtInstrumentFaceAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentFaceAmount" xlink:to="us-gaap_DebtInstrumentFaceAmount_lbl_486637" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentFaceAmount_lbl_486637" xml:lang="en-US">Debt amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentFairValue" xlink:label="us-gaap_DebtInstrumentFairValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentFairValue" xlink:to="us-gaap_DebtInstrumentFairValue_lbl_96b7d2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentFairValue_lbl_96b7d2" xml:lang="en-US">Debt instrument principal value, after forgivness</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentMaturityDate" xlink:label="us-gaap_DebtInstrumentMaturityDate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentMaturityDate" xlink:to="us-gaap_DebtInstrumentMaturityDate_lbl_cd5862" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentMaturityDate_lbl_cd5862" xml:lang="en-US">Due date notes payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebtInstrumentForgiveness" xlink:label="sobr_DebtInstrumentForgiveness" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtInstrumentForgiveness" xlink:to="sobr_DebtInstrumentForgiveness_lbl_cefaba" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebtInstrumentForgiveness_lbl_cefaba" xml:lang="en-US">Debt Instrument, Forgiveness</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AcquiredAdditionalSharesOfCommonStock" xlink:label="sobr_AcquiredAdditionalSharesOfCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AcquiredAdditionalSharesOfCommonStock" xlink:to="sobr_AcquiredAdditionalSharesOfCommonStock_lbl_d7cdb8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AcquiredAdditionalSharesOfCommonStock_lbl_d7cdb8" xml:lang="en-US">Acquired additional shares of common stock</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyPayablesConvertedToCapital" xlink:to="sobr_RelatedPartyPayablesConvertedToCapital_lbl_fa2bd6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_RelatedPartyPayablesConvertedToCapital_lbl_fa2bd6" xml:lang="en-US">Related party payables converted to capital</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PurchasePriceOfAdditionalSharesOfCommonStock" xlink:label="sobr_PurchasePriceOfAdditionalSharesOfCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PurchasePriceOfAdditionalSharesOfCommonStock" xlink:to="sobr_PurchasePriceOfAdditionalSharesOfCommonStock_lbl_d5d102" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PurchasePriceOfAdditionalSharesOfCommonStock_lbl_d5d102" xml:lang="en-US">Purchase price of additional shares of common stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleDebenturePayableWithDetachedFreeStandingWarrant" xlink:label="sobr_ConvertibleDebenturePayableWithDetachedFreeStandingWarrant" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleDebenturePayableWithDetachedFreeStandingWarrant" xlink:to="sobr_ConvertibleDebenturePayableWithDetachedFreeStandingWarrant_lbl_516d8a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleDebenturePayableWithDetachedFreeStandingWarrant_lbl_516d8a" xml:lang="en-US">Convertible Debenture Payable with Detached Free-standing Warrant</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_112477" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_112477" xml:lang="en-US">Unamortized Debt Discount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentCarryingAmount" xlink:label="us-gaap_DebtInstrumentCarryingAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentCarryingAmount" xlink:to="us-gaap_DebtInstrumentCarryingAmount_lbl_2359f9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentCarryingAmount_lbl_2359f9" xml:lang="en-US">Net Convertible Debenture Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsIssuedToPurchaseCommonShares" xlink:label="sobr_WarrantsIssuedToPurchaseCommonShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsIssuedToPurchaseCommonShares" xlink:to="sobr_WarrantsIssuedToPurchaseCommonShares_lbl_bd07a5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsIssuedToPurchaseCommonShares_lbl_bd07a5" xml:lang="en-US">Warrants issued to purchase common shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebentureConversionDescription" xlink:label="sobr_DebentureConversionDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebentureConversionDescription" xlink:to="sobr_DebentureConversionDescription_lbl_a0d0d4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebentureConversionDescription_lbl_a0d0d4" xml:lang="en-US">Debenture conversion description</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtFaceAmount" xlink:to="sobr_DebtFaceAmount_lbl_ebd789" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_DebtFaceAmount_lbl_ebd789" xml:lang="en-US">Debt face amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ProceedsFromFinancingTransition" xlink:label="sobr_ProceedsFromFinancingTransition" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ProceedsFromFinancingTransition" xlink:to="sobr_ProceedsFromFinancingTransition_lbl_660c38" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ProceedsFromFinancingTransition_lbl_660c38" xml:lang="en-US">Proceeds from financing transition</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OidPercentage" xlink:to="sobr_OidPercentage_lbl_7a5ded" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_OidPercentage_lbl_7a5ded" xml:lang="en-US">OID percentage</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice_lbl_55b066" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice_lbl_55b066" xml:lang="en-US">Exercise price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AdjustedExercisePrice" xlink:label="sobr_AdjustedExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AdjustedExercisePrice" xlink:to="sobr_AdjustedExercisePrice_lbl_a7e9ac" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AdjustedExercisePrice_lbl_a7e9ac" xml:lang="en-US">Adjusted exercise price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PartialLiquidatedDamagesDescription" xlink:label="sobr_PartialLiquidatedDamagesDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PartialLiquidatedDamagesDescription" xlink:to="sobr_PartialLiquidatedDamagesDescription_lbl_f032e5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PartialLiquidatedDamagesDescription_lbl_f032e5" xml:lang="en-US">Partial liquidated damages description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_UnamortizedDiscountAndIssuanceCosts" xlink:label="sobr_UnamortizedDiscountAndIssuanceCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_UnamortizedDiscountAndIssuanceCosts" xlink:to="sobr_UnamortizedDiscountAndIssuanceCosts_lbl_5d741d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_UnamortizedDiscountAndIssuanceCosts_lbl_5d741d" xml:lang="en-US">unamortized discount and issuance costs</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConversionFeatureDebtDiscount" xlink:label="sobr_ConversionFeatureDebtDiscount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConversionFeatureDebtDiscount" xlink:to="sobr_ConversionFeatureDebtDiscount_lbl_afbb6d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConversionFeatureDebtDiscount_lbl_afbb6d" xml:lang="en-US">Conversion feature debt discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterest" xlink:to="sobr_AmortizationOfInterest_lbl_8e33c3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_AmortizationOfInterest_lbl_8e33c3" xml:lang="en-US">Amortization of interest</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AmortizationOfInterest" xlink:label="sobr_AmortizationOfInterest" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AmortizationOfInterest" xlink:to="sobr_AmortizationOfInterest_lbl_12" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AmortizationOfInterest_lbl_12" xml:lang="en-US">[Amortization of interest]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingWarrants" xlink:label="sobr_OutstandingWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingWarrants" xlink:to="sobr_OutstandingWarrants_lbl_284d07" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingWarrants_lbl_284d07" xml:lang="en-US">Outstanding warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairMarketValueOfStockWarrants" xlink:label="sobr_FairMarketValueOfStockWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairMarketValueOfStockWarrants" xlink:to="sobr_FairMarketValueOfStockWarrants_lbl_0de98d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairMarketValueOfStockWarrants_lbl_0de98d" xml:lang="en-US">Fair market value of stock warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_UnamortizedDiscount" xlink:label="sobr_UnamortizedDiscount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_UnamortizedDiscount" xlink:to="sobr_UnamortizedDiscount_lbl_f1ed1a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_UnamortizedDiscount_lbl_f1ed1a" xml:lang="en-US">Unamortized discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpenseDebt" xlink:to="us-gaap_InterestExpenseDebt_lbl_ca5336" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_InterestExpenseDebt_lbl_ca5336" xml:lang="en-US">Interest expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestExpenseDebt" xlink:label="us-gaap_InterestExpenseDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpenseDebt" xlink:to="us-gaap_InterestExpenseDebt_lbl_16" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestExpenseDebt_lbl_16" xml:lang="en-US">[Interest Expense, Debt]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OriginalIssueDiscount" xlink:label="sobr_OriginalIssueDiscount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OriginalIssueDiscount" xlink:to="sobr_OriginalIssueDiscount_lbl_07a3db" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OriginalIssueDiscount_lbl_07a3db" xml:lang="en-US">Original Issue Discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsOfDebtIssuanceCosts" xlink:to="us-gaap_PaymentsOfDebtIssuanceCosts_lbl_f7dca9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PaymentsOfDebtIssuanceCosts_lbl_f7dca9" xml:lang="en-US">Debt issuance costs</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PaymentsOfDebtIssuanceCosts" xlink:label="us-gaap_PaymentsOfDebtIssuanceCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsOfDebtIssuanceCosts" xlink:to="us-gaap_PaymentsOfDebtIssuanceCosts_lbl_18" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsOfDebtIssuanceCosts_lbl_18" xml:lang="en-US">[Payments of Debt Issuance Costs]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InterestExpenseRelatedToTheOriginalIssueDiscountAndDebtIssuanceCosts" xlink:label="sobr_InterestExpenseRelatedToTheOriginalIssueDiscountAndDebtIssuanceCosts" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InterestExpenseRelatedToTheOriginalIssueDiscountAndDebtIssuanceCosts" xlink:to="sobr_InterestExpenseRelatedToTheOriginalIssueDiscountAndDebtIssuanceCosts_lbl_8803b3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InterestExpenseRelatedToTheOriginalIssueDiscountAndDebtIssuanceCosts_lbl_8803b3" xml:lang="en-US">Interest expense related to the Original Issue Discount and debt issuance costs</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyNotesPayableMember" xlink:label="sobr_RelatedPartyNotesPayableMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyNotesPayableMember" xlink:to="sobr_RelatedPartyNotesPayableMember_lbl_9ee1fd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyNotesPayableMember_lbl_9ee1fd" xml:lang="en-US">Related Party Notes Payable [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayable" xlink:to="us-gaap_ConvertibleNotesPayable_lbl_bf8077" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConvertibleNotesPayable_lbl_bf8077" xml:lang="en-US">Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConventionalNonConvertibleNotesPayable" xlink:label="sobr_ConventionalNonConvertibleNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConventionalNonConvertibleNotesPayable" xlink:to="sobr_ConventionalNonConvertibleNotesPayable_lbl_96ba71" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConventionalNonConvertibleNotesPayable_lbl_96ba71" xml:lang="en-US">Conventional Non-Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableWithDetachedFreestandingWarrants" xlink:label="sobr_NotesPayableWithDetachedFreestandingWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableWithDetachedFreestandingWarrants" xlink:to="sobr_NotesPayableWithDetachedFreestandingWarrants_lbl_76a764" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableWithDetachedFreestandingWarrants_lbl_76a764" xml:lang="en-US">Notes Payable with Detached Free-standing Warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_1cd964" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_1cd964" xml:lang="en-US">Unamortized Discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent" xlink:to="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent_lbl_1acc41" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NotesPayableRelatedPartiesClassifiedCurrent_lbl_1acc41" xml:lang="en-US">Net Related Party Notes Payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayableCurrent" xlink:to="us-gaap_ConvertibleNotesPayableCurrent_lbl_c7739e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_ConvertibleNotesPayableCurrent_lbl_c7739e" xml:lang="en-US">Current portion</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleNotesPayableCurrent" xlink:label="us-gaap_ConvertibleNotesPayableCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayableCurrent" xlink:to="us-gaap_ConvertibleNotesPayableCurrent_lbl_7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleNotesPayableCurrent_lbl_7" xml:lang="en-US">[Convertible Notes Payable, Current]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyNotesPayableMember" xlink:label="sobr_NonRelatedPartyNotesPayableMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyNotesPayableMember" xlink:to="sobr_NonRelatedPartyNotesPayableMember_lbl_26cdc9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyNotesPayableMember_lbl_26cdc9" xml:lang="en-US">Non-Related Party Notes Payable [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants" xlink:label="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants" xlink:to="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants_lbl_b7b3bc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants_lbl_b7b3bc" xml:lang="en-US">Convertible Notes Payable with Detached Free-standing Warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleLongTermNotesPayable" xlink:to="us-gaap_ConvertibleLongTermNotesPayable_lbl_d83f23" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConvertibleLongTermNotesPayable_lbl_d83f23" xml:lang="en-US">Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleLongTermNotesPayable" xlink:label="us-gaap_ConvertibleLongTermNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleLongTermNotesPayable" xlink:to="us-gaap_ConvertibleLongTermNotesPayable_lbl_3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleLongTermNotesPayable_lbl_3" xml:lang="en-US">[Convertible Notes Payable, Noncurrent]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConventionalNonConvertibleNotePayable" xlink:to="sobr_ConventionalNonConvertibleNotePayable_lbl_918c0d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConventionalNonConvertibleNotePayable_lbl_918c0d" xml:lang="en-US">Conventional Non-Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConventionalNonConvertibleNotePayable" xlink:label="sobr_ConventionalNonConvertibleNotePayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConventionalNonConvertibleNotePayable" xlink:to="sobr_ConventionalNonConvertibleNotePayable_lbl_4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConventionalNonConvertibleNotePayable_lbl_4" xml:lang="en-US">[Conventional Non-Convertible Notes Payable]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableWithDetachedFreeStandingWarrants" xlink:to="sobr_NotesPayableWithDetachedFreeStandingWarrants_lbl_79083a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NotesPayableWithDetachedFreeStandingWarrants_lbl_79083a" xml:lang="en-US">Notes Payable with Detached Free-standing Warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotesPayableWithDetachedFreeStandingWarrants" xlink:label="sobr_NotesPayableWithDetachedFreeStandingWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotesPayableWithDetachedFreeStandingWarrants" xlink:to="sobr_NotesPayableWithDetachedFreeStandingWarrants_lbl_5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotesPayableWithDetachedFreeStandingWarrants_lbl_5" xml:lang="en-US">[Notes Payable with Detached Free-standing Warrants]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_efbeaf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscountPremiumNet_lbl_efbeaf" xml:lang="en-US">Unamortized Debt Discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NotesPayableCurrent" xlink:to="us-gaap_NotesPayableCurrent_lbl_db7fb7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NotesPayableCurrent_lbl_db7fb7" xml:lang="en-US">Net Non-Related Party Notes Payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CurrentPortion" xlink:to="sobr_CurrentPortion_lbl_7788eb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_CurrentPortion_lbl_7788eb" xml:lang="en-US">Current portion</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CurrentPortion" xlink:label="sobr_CurrentPortion" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CurrentPortion" xlink:to="sobr_CurrentPortion_lbl_8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CurrentPortion_lbl_8" xml:lang="en-US">[Current portion]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_RangeAxis" xlink:label="srt_RangeAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_RangeAxis" xlink:to="srt_RangeAxis_lbl_bdd40c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_RangeAxis_lbl_bdd40c" xml:lang="en-US">Range [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentAxis" xlink:label="us-gaap_DebtInstrumentAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentAxis" xlink:to="us-gaap_DebtInstrumentAxis_lbl_f8e1b1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentAxis_lbl_f8e1b1" xml:lang="en-US">Debt Instrument [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LoanToValueAxis" xlink:label="us-gaap_LoanToValueAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LoanToValueAxis" xlink:to="us-gaap_LoanToValueAxis_lbl_881320" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LoanToValueAxis_lbl_881320" xml:lang="en-US">Debt-to-Value [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShortTermDebtTypeAxis" xlink:label="us-gaap_ShortTermDebtTypeAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShortTermDebtTypeAxis" xlink:to="us-gaap_ShortTermDebtTypeAxis_lbl_d4fa47" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShortTermDebtTypeAxis_lbl_d4fa47" xml:lang="en-US">Short-term Debt, Type [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyConvertibleNotesPayableMember" xlink:label="sobr_RelatedPartyConvertibleNotesPayableMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyConvertibleNotesPayableMember" xlink:to="sobr_RelatedPartyConvertibleNotesPayableMember_lbl_92df97" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyConvertibleNotesPayableMember_lbl_92df97" xml:lang="en-US">Related Party Convertible Notes Payable [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_MinimumMember" xlink:label="srt_MinimumMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MinimumMember" xlink:to="srt_MinimumMember_lbl_20e897" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_MinimumMember_lbl_20e897" xml:lang="en-US">Minimum [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_MaximumMember" xlink:label="srt_MaximumMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MaximumMember" xlink:to="srt_MaximumMember_lbl_d48101" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_MaximumMember_lbl_d48101" xml:lang="en-US">Maximum [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleApaNoteMember" xlink:label="sobr_ConvertibleApaNoteMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleApaNoteMember" xlink:to="sobr_ConvertibleApaNoteMember_lbl_b6e284" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleApaNoteMember_lbl_b6e284" xml:lang="en-US">Convertible APA Note[Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommercialBankMember" xlink:label="sobr_CommercialBankMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommercialBankMember" xlink:to="sobr_CommercialBankMember_lbl_cee367" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommercialBankMember_lbl_cee367" xml:lang="en-US">Commercial Bank [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SBAPayrollProtectionLoanProgramMember" xlink:label="sobr_SBAPayrollProtectionLoanProgramMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SBAPayrollProtectionLoanProgramMember" xlink:to="sobr_SBAPayrollProtectionLoanProgramMember_lbl_036b39" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SBAPayrollProtectionLoanProgramMember_lbl_036b39" xml:lang="en-US">SBA Payroll Protection Loan Program [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NewNonConvertibleNoteMember" xlink:label="sobr_NewNonConvertibleNoteMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NewNonConvertibleNoteMember" xlink:to="sobr_NewNonConvertibleNoteMember_lbl_faabf5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NewNonConvertibleNoteMember_lbl_faabf5" xml:lang="en-US">New non-convertible note [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_HolderMember" xlink:label="sobr_HolderMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_HolderMember" xlink:to="sobr_HolderMember_lbl_3d0a1a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_HolderMember_lbl_3d0a1a" xml:lang="en-US">Holder [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockPurchasePlansMember" xlink:label="sobr_CommonStockPurchasePlansMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockPurchasePlansMember" xlink:to="sobr_CommonStockPurchasePlansMember_lbl_e49a8d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockPurchasePlansMember_lbl_e49a8d" xml:lang="en-US">Common Stock Purchase Plans [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SixNonRelatedPartiesMember" xlink:label="sobr_SixNonRelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SixNonRelatedPartiesMember" xlink:to="sobr_SixNonRelatedPartiesMember_lbl_bb130e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SixNonRelatedPartiesMember_lbl_bb130e" xml:lang="en-US">Six Non-related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TwoRelatedPartiesMember" xlink:label="sobr_TwoRelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TwoRelatedPartiesMember" xlink:to="sobr_TwoRelatedPartiesMember_lbl_fc0d9e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TwoRelatedPartiesMember_lbl_fc0d9e" xml:lang="en-US">Two Related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FourRelatedPartiesMember" xlink:label="sobr_FourRelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FourRelatedPartiesMember" xlink:to="sobr_FourRelatedPartiesMember_lbl_b2a7bc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FourRelatedPartiesMember_lbl_b2a7bc" xml:lang="en-US">Four Related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyNotesPayableOneMember" xlink:label="sobr_NonRelatedPartyNotesPayableOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyNotesPayableOneMember" xlink:to="sobr_NonRelatedPartyNotesPayableOneMember_lbl_f0a0b3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyNotesPayableOneMember_lbl_f0a0b3" xml:lang="en-US">Non-Related Party Notes Payable One [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyNotesPayableTwentyFourMember" xlink:label="sobr_RelatedPartyNotesPayableTwentyFourMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyNotesPayableTwentyFourMember" xlink:to="sobr_RelatedPartyNotesPayableTwentyFourMember_lbl_a7f332" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyNotesPayableTwentyFourMember_lbl_a7f332" xml:lang="en-US">Related Party Notes Payable Twenty Four [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyNotesPayableMember" xlink:to="sobr_NonRelatedPartyNotesPayableMember_lbl_ffaf13" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NonRelatedPartyNotesPayableMember_lbl_ffaf13" xml:lang="en-US">Non-Related Party Notes Payable [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyNotesPayableMember" xlink:to="sobr_RelatedPartyNotesPayableMember_lbl_55da06" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_RelatedPartyNotesPayableMember_lbl_55da06" xml:lang="en-US">Related Party Notes Payable [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonConvertibleNotesPayableMember" xlink:label="sobr_NonConvertibleNotesPayableMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonConvertibleNotesPayableMember" xlink:to="sobr_NonConvertibleNotesPayableMember_lbl_d9e30b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonConvertibleNotesPayableMember_lbl_d9e30b" xml:lang="en-US">Non-Convertible Notes Payable [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonConvertibleNotesPayableTwoMember" xlink:label="sobr_NonConvertibleNotesPayableTwoMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonConvertibleNotesPayableTwoMember" xlink:to="sobr_NonConvertibleNotesPayableTwoMember_lbl_dba2fb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonConvertibleNotesPayableTwoMember_lbl_dba2fb" xml:lang="en-US">Non-Convertible Notes Payable Two [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InterestExpenseForNonRelatedPartyNotes" xlink:label="sobr_InterestExpenseForNonRelatedPartyNotes" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InterestExpenseForNonRelatedPartyNotes" xlink:to="sobr_InterestExpenseForNonRelatedPartyNotes_lbl_8d136c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InterestExpenseForNonRelatedPartyNotes_lbl_8d136c" xml:lang="en-US">Interest expense for non-related party notes</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestExpenseRelatedParty" xlink:label="us-gaap_InterestExpenseRelatedParty" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpenseRelatedParty" xlink:to="us-gaap_InterestExpenseRelatedParty_lbl_93634d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestExpenseRelatedParty_lbl_93634d" xml:lang="en-US">Interest expenses for related party notes</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConventionalNonConvertibleNotesPayable" xlink:to="sobr_ConventionalNonConvertibleNotesPayable_lbl_8e7faa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConventionalNonConvertibleNotesPayable_lbl_8e7faa" xml:lang="en-US">Conventional Non-Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DebtDiscountAmortizationOfInterestBeneficialConversionFeature" xlink:label="sobr_DebtDiscountAmortizationOfInterestBeneficialConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtDiscountAmortizationOfInterestBeneficialConversionFeature" xlink:to="sobr_DebtDiscountAmortizationOfInterestBeneficialConversionFeature_lbl_f2040d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DebtDiscountAmortizationOfInterestBeneficialConversionFeature_lbl_f2040d" xml:lang="en-US">Debt discount amortization of interest beneficial conversion feature</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainsLossesOnExtinguishmentOfDebt" xlink:to="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_f04861" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebt_lbl_f04861" xml:lang="en-US">Gain on loan extinguishment</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPayableCurrent" xlink:to="us-gaap_InterestPayableCurrent_lbl_23387c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_InterestPayableCurrent_lbl_23387c" xml:lang="en-US">Accrued interest</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleNotesPayableCurrent" xlink:to="us-gaap_ConvertibleNotesPayableCurrent_lbl_c9609b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConvertibleNotesPayableCurrent_lbl_c9609b" xml:lang="en-US">Convertible notes payable principal</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtCurrent" xlink:to="us-gaap_ConvertibleDebtCurrent_lbl_4100af" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConvertibleDebtCurrent_lbl_4100af" xml:lang="en-US">Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertibleDebtCurrent" xlink:label="us-gaap_ConvertibleDebtCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertibleDebtCurrent" xlink:to="us-gaap_ConvertibleDebtCurrent_lbl_9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertibleDebtCurrent_lbl_9" xml:lang="en-US">[Convertible Debt, Current]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleNonRelatedPartyNotePayable" xlink:label="sobr_ConvertibleNonRelatedPartyNotePayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNonRelatedPartyNotePayable" xlink:to="sobr_ConvertibleNonRelatedPartyNotePayable_lbl_90a42b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleNonRelatedPartyNotePayable_lbl_90a42b" xml:lang="en-US">Convertible non-related party note payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesIssuedPricePerShare" xlink:to="us-gaap_SharesIssuedPricePerShare_lbl_c1110b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SharesIssuedPricePerShare_lbl_c1110b" xml:lang="en-US">Convertible notes, conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionOriginalDebtAmount1" xlink:label="us-gaap_DebtConversionOriginalDebtAmount1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionOriginalDebtAmount1" xlink:to="us-gaap_DebtConversionOriginalDebtAmount1_lbl_d7203a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionOriginalDebtAmount1_lbl_d7203a" xml:lang="en-US">Beneficial conversion feature debt discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpense" xlink:to="us-gaap_InterestExpense_lbl_1723ef" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_InterestExpense_lbl_1723ef" xml:lang="en-US">Interest expense</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightOutstanding" xlink:to="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_ab3fa9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_ab3fa9" xml:lang="en-US">Outstanding warrants</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ClassOfWarrantOrRightOutstanding" xlink:label="us-gaap_ClassOfWarrantOrRightOutstanding" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightOutstanding" xlink:to="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_14" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_14" xml:lang="en-US">[Class of Warrant or Right, Outstanding]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairMarketValueOfWarrants" xlink:label="sobr_FairMarketValueOfWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairMarketValueOfWarrants" xlink:to="sobr_FairMarketValueOfWarrants_lbl_caf6f8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairMarketValueOfWarrants_lbl_caf6f8" xml:lang="en-US">Fair market value of warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscount" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscount_lbl_a20e3e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscount_lbl_a20e3e" xml:lang="en-US">Unamortized discount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentUnamortizedDiscount" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentUnamortizedDiscount" xlink:to="us-gaap_DebtInstrumentUnamortizedDiscount_lbl_16" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentUnamortizedDiscount_lbl_16" xml:lang="en-US">[Debt Instrument, Unamortized Discount]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmortizationOfDebtDiscountPremium" xlink:to="us-gaap_AmortizationOfDebtDiscountPremium_lbl_44dca9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_AmortizationOfDebtDiscountPremium_lbl_44dca9" xml:lang="en-US">Amortization expenses, beneficial conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockIssuedDuringThePeriod" xlink:label="sobr_StockIssuedDuringThePeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockIssuedDuringThePeriod" xlink:to="sobr_StockIssuedDuringThePeriod_lbl_a648f1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockIssuedDuringThePeriod_lbl_a648f1" xml:lang="en-US">Stock issued during the period</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeFixedInterestRate" xlink:to="us-gaap_DerivativeFixedInterestRate_lbl_7d722c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DerivativeFixedInterestRate_lbl_7d722c" xml:lang="en-US">Default interest rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt" xlink:to="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt_lbl_b70fc0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtConversionOriginalDebtInterestRateOfDebt_lbl_b70fc0" xml:lang="en-US">Interest rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentSharesIssued1" xlink:to="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_e598ee" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_e598ee" xml:lang="en-US">Shares issued upon conversion of debt</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentFaceAmount" xlink:to="us-gaap_DebtInstrumentFaceAmount_lbl_ef7fa6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentFaceAmount_lbl_ef7fa6" xml:lang="en-US">Convertible debt, conversion, principal amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertiblePromissoryNote" xlink:label="sobr_ConvertiblePromissoryNote" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertiblePromissoryNote" xlink:to="sobr_ConvertiblePromissoryNote_lbl_69c373" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertiblePromissoryNote_lbl_69c373" xml:lang="en-US">Convertible promissory note</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" xlink:to="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_2ba121" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_2ba121" xml:lang="en-US">Exercise price</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" xlink:label="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" xlink:to="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_24" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_24" xml:lang="en-US">[Class of Warrant or Right, Exercise Price of Warrants or Rights]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromLoanOriginations1" xlink:label="us-gaap_ProceedsFromLoanOriginations1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromLoanOriginations1" xlink:to="us-gaap_ProceedsFromLoanOriginations1_lbl_fe5879" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromLoanOriginations1_lbl_fe5879" xml:lang="en-US">Proceeds from loan</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InterestRateOfDebt" xlink:label="sobr_InterestRateOfDebt" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InterestRateOfDebt" xlink:to="sobr_InterestRateOfDebt_lbl_ebf4ed" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InterestRateOfDebt_lbl_ebf4ed" xml:lang="en-US">Loan interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GainsLossesOnExtinguishmentOfDebtBeforeWriteOffOfDeferredDebtIssuanceCost" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebtBeforeWriteOffOfDeferredDebtIssuanceCost" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainsLossesOnExtinguishmentOfDebtBeforeWriteOffOfDeferredDebtIssuanceCost" xlink:to="us-gaap_GainsLossesOnExtinguishmentOfDebtBeforeWriteOffOfDeferredDebtIssuanceCost_lbl_13743e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainsLossesOnExtinguishmentOfDebtBeforeWriteOffOfDeferredDebtIssuanceCost_lbl_13743e" xml:lang="en-US">Gain on non-related party debt extinguishment</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentDecreaseForgiveness" xlink:to="us-gaap_DebtInstrumentDecreaseForgiveness_lbl_1f8e1b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentDecreaseForgiveness_lbl_1f8e1b" xml:lang="en-US">Debt forgiveness</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DescriptionOfLoan" xlink:label="sobr_DescriptionOfLoan" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DescriptionOfLoan" xlink:to="sobr_DescriptionOfLoan_lbl_355e8e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DescriptionOfLoan_lbl_355e8e" xml:lang="en-US">Description of loan interest</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionConvertedInstrumentRate" xlink:label="us-gaap_DebtConversionConvertedInstrumentRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentRate" xlink:to="us-gaap_DebtConversionConvertedInstrumentRate_lbl_40a1a5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionConvertedInstrumentRate_lbl_40a1a5" xml:lang="en-US">Convertible promissory note, interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSharesExchange" xlink:label="sobr_CommonStockSharesExchange" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSharesExchange" xlink:to="sobr_CommonStockSharesExchange_lbl_25be1a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSharesExchange_lbl_25be1a" xml:lang="en-US">Common stock shares exchanged</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ReductionInRelatedPartyNonConvertibleNotesPayable" xlink:label="sobr_ReductionInRelatedPartyNonConvertibleNotesPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionInRelatedPartyNonConvertibleNotesPayable" xlink:to="sobr_ReductionInRelatedPartyNonConvertibleNotesPayable_lbl_71f29f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ReductionInRelatedPartyNonConvertibleNotesPayable_lbl_71f29f" xml:lang="en-US">Reduction in related party non - convertible notes payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PurchasePriceOfSharesIssued" xlink:to="sobr_PurchasePriceOfSharesIssued_lbl_a712bd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_PurchasePriceOfSharesIssued_lbl_a712bd" xml:lang="en-US">Purchase price of shares issued</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants" xlink:to="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants_lbl_3cc7d8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConvertibleNotesPayableWithDetachedFreeStandingWarrants_lbl_3cc7d8" xml:lang="en-US">Convertible Notes Payable with Detached Free-standing Warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnLoanExtinguishment" xlink:to="sobr_GainOnLoanExtinguishment_lbl_7af70e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_GainOnLoanExtinguishment_lbl_7af70e" xml:lang="en-US">Gain on loan extinguishment</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainOnLoanExtinguishment" xlink:label="sobr_GainOnLoanExtinguishment" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnLoanExtinguishment" xlink:to="sobr_GainOnLoanExtinguishment_lbl_35" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainOnLoanExtinguishment_lbl_35" xml:lang="en-US">[Gain on loan extinguishment]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfEmbeddedConversionFeature" xlink:to="sobr_FairValueOfEmbeddedConversionFeature_lbl_53169c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_FairValueOfEmbeddedConversionFeature_lbl_53169c" xml:lang="en-US">Fair value of embedded conversion feature</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ReductionInRelatedPartyConvertibleNotes" xlink:label="sobr_ReductionInRelatedPartyConvertibleNotes" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionInRelatedPartyConvertibleNotes" xlink:to="sobr_ReductionInRelatedPartyConvertibleNotes_lbl_2933f3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ReductionInRelatedPartyConvertibleNotes_lbl_2933f3" xml:lang="en-US">Reduction in related party convertible notes</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableTwo" xlink:to="sobr_ConvertibleNotesPayableTwo_lbl_f55150" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConvertibleNotesPayableTwo_lbl_f55150" xml:lang="en-US">Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleNotesPayableTwo" xlink:label="sobr_ConvertibleNotesPayableTwo" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableTwo" xlink:to="sobr_ConvertibleNotesPayableTwo_lbl_38" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleNotesPayableTwo_lbl_38" xml:lang="en-US">[Convertible Notes Payable]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfWarrantsGranted" xlink:label="sobr_FairValueOfWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfWarrantsGranted" xlink:to="sobr_FairValueOfWarrantsGranted_lbl_3983d0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfWarrantsGranted_lbl_3983d0" xml:lang="en-US">Fair value of warrants granted</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpenseBorrowings" xlink:to="us-gaap_InterestExpenseBorrowings_lbl_427e03" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_InterestExpenseBorrowings_lbl_427e03" xml:lang="en-US">Interest expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_InterestExpenseBorrowings" xlink:label="us-gaap_InterestExpenseBorrowings" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpenseBorrowings" xlink:to="us-gaap_InterestExpenseBorrowings_lbl_40" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestExpenseBorrowings_lbl_40" xml:lang="en-US">[Interest Expense, Borrowings]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NotePayableDueDate" xlink:label="sobr_NotePayableDueDate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NotePayableDueDate" xlink:to="sobr_NotePayableDueDate_lbl_d4f35e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NotePayableDueDate_lbl_d4f35e" xml:lang="en-US">Note payable due date</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableFour" xlink:to="sobr_ConvertibleNotesPayableFour_lbl_745fe9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConvertibleNotesPayableFour_lbl_745fe9" xml:lang="en-US">Conventional Non-Convertible Notes Payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertibleNotesPayableFour" xlink:label="sobr_ConvertibleNotesPayableFour" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertibleNotesPayableFour" xlink:to="sobr_ConvertibleNotesPayableFour_lbl_42" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertibleNotesPayableFour_lbl_42" xml:lang="en-US">[Conventional Non-Convertible Notes Payable 1]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentPeriodicPaymentPrincipal" xlink:label="us-gaap_DebtInstrumentPeriodicPaymentPrincipal" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentPeriodicPaymentPrincipal" xlink:to="us-gaap_DebtInstrumentPeriodicPaymentPrincipal_lbl_e47767" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentPeriodicPaymentPrincipal_lbl_e47767" xml:lang="en-US">Principal balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:to="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_5e6585" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_5e6585" xml:lang="en-US">Note payable conversion price per share</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilitiesCurrent" xlink:to="us-gaap_DerivativeLiabilitiesCurrent_lbl_200501" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_DerivativeLiabilitiesCurrent_lbl_200501" xml:lang="en-US">Beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairMarketValueAdjustmentsNetOfSettlements" xlink:label="sobr_FairMarketValueAdjustmentsNetOfSettlements" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairMarketValueAdjustmentsNetOfSettlements" xlink:to="sobr_FairMarketValueAdjustmentsNetOfSettlements_lbl_5f5b2a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairMarketValueAdjustmentsNetOfSettlements_lbl_5f5b2a" xml:lang="en-US">Fair market value adjustments, including settlements</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilitiesCurrent" xlink:to="us-gaap_DerivativeLiabilitiesCurrent_lbl_ae8b5f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_DerivativeLiabilitiesCurrent_lbl_ae8b5f" xml:lang="en-US">Ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertiblePromissoryNoteAgreementMember" xlink:label="sobr_ConvertiblePromissoryNoteAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertiblePromissoryNoteAgreementMember" xlink:to="sobr_ConvertiblePromissoryNoteAgreementMember_lbl_8648e5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertiblePromissoryNoteAgreementMember_lbl_8648e5" xml:lang="en-US">Convertible promissory note agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_MarchOneTwoThousandNineteenMember" xlink:label="sobr_MarchOneTwoThousandNineteenMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MarchOneTwoThousandNineteenMember" xlink:to="sobr_MarchOneTwoThousandNineteenMember_lbl_ef938d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_MarchOneTwoThousandNineteenMember_lbl_ef938d" xml:lang="en-US">March 1, 2019 [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TwoThousandNineteenMember" xlink:label="sobr_TwoThousandNineteenMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TwoThousandNineteenMember" xlink:to="sobr_TwoThousandNineteenMember_lbl_561b63" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TwoThousandNineteenMember_lbl_561b63" xml:lang="en-US">2019 [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MinimumMember" xlink:to="srt_MinimumMember_lbl_655584" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="srt_MinimumMember_lbl_655584" xml:lang="en-US">Minimum [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_MaximumMember" xlink:to="srt_MaximumMember_lbl_448677" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="srt_MaximumMember_lbl_448677" xml:lang="en-US">Maximum [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate_lbl_94d7b6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate_lbl_94d7b6" xml:lang="en-US">Risk-free interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_d5ec05" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_d5ec05" xml:lang="en-US">Expected volatility rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OidPercentage" xlink:to="sobr_OidPercentage_lbl_a6ae72" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="sobr_OidPercentage_lbl_a6ae72" xml:lang="en-US">OID percentage</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ProceedsFromFinancingTransition" xlink:to="sobr_ProceedsFromFinancingTransition_lbl_45cb9b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ProceedsFromFinancingTransition_lbl_45cb9b" xml:lang="en-US">Proceeds from financing transition</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DebtFaceAmount" xlink:to="sobr_DebtFaceAmount_lbl_acbe28" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="sobr_DebtFaceAmount_lbl_acbe28" xml:lang="en-US">Debt face amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainOnFairValueAdjustmentDerivatives" xlink:to="sobr_GainOnFairValueAdjustmentDerivatives_lbl_2fb768" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_GainOnFairValueAdjustmentDerivatives_lbl_2fb768" xml:lang="en-US">Fair market value gain</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DerivativeLiabilities" xlink:to="us-gaap_DerivativeLiabilities_lbl_454c80" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DerivativeLiabilities_lbl_454c80" xml:lang="en-US">Fair value of embeded derivative liability</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentConvertibleBeneficialConversionFeature" xlink:label="us-gaap_DebtInstrumentConvertibleBeneficialConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleBeneficialConversionFeature" xlink:to="us-gaap_DebtInstrumentConvertibleBeneficialConversionFeature_lbl_c27e1b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentConvertibleBeneficialConversionFeature_lbl_c27e1b" xml:lang="en-US">Beneficial conversion feature recorded as discount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:to="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl_45b6ea" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl_45b6ea" xml:lang="en-US">Interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:to="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl_11" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentInterestRateStatedPercentage_lbl_11" xml:lang="en-US">[Debt Instrument, Interest Rate, Stated Percentage]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentConvertibleTermsOfConversionFeature" xlink:label="us-gaap_DebtInstrumentConvertibleTermsOfConversionFeature" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleTermsOfConversionFeature" xlink:to="us-gaap_DebtInstrumentConvertibleTermsOfConversionFeature_lbl_8c07f3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentConvertibleTermsOfConversionFeature_lbl_8c07f3" xml:lang="en-US">Conversion price, description</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1" xlink:to="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_lbl_eef614" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_lbl_eef614" xml:lang="en-US">Expected life</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SeriesAConvertiblePreferredStockMember" xlink:to="sobr_SeriesAConvertiblePreferredStockMember_lbl_5e7501" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_SeriesAConvertiblePreferredStockMember_lbl_5e7501" xml:lang="en-US">Series A Convertible Preferred Stock [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AssetPurchaseAgreementMember" xlink:to="sobr_AssetPurchaseAgreementMember_lbl_5b1dc4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_AssetPurchaseAgreementMember_lbl_5b1dc4" xml:lang="en-US">Asset Purchase Agreement [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SeriesAOneConvertiblePreferredstockMember" xlink:to="sobr_SeriesAOneConvertiblePreferredstockMember_lbl_b75b2f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_SeriesAOneConvertiblePreferredstockMember_lbl_b75b2f" xml:lang="en-US">Series A-1 Convertible Preferred stock [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CompensationForServciesMember" xlink:label="sobr_CompensationForServciesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CompensationForServciesMember" xlink:to="sobr_CompensationForServciesMember_lbl_e2fb3e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CompensationForServciesMember_lbl_e2fb3e" xml:lang="en-US">Compensation for services [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyMember" xlink:label="sobr_NonRelatedPartyMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyMember" xlink:to="sobr_NonRelatedPartyMember_lbl_48c345" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyMember_lbl_48c345" xml:lang="en-US">Non-Related Party [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyMember" xlink:label="sobr_RelatedPartyMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyMember" xlink:to="sobr_RelatedPartyMember_lbl_fca2e2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyMember_lbl_fca2e2" xml:lang="en-US">Related Party [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartiesMember" xlink:label="sobr_NonRelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartiesMember" xlink:to="sobr_NonRelatedPartiesMember_lbl_d31607" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartiesMember_lbl_d31607" xml:lang="en-US">Non-Related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyTwoMember" xlink:label="sobr_RelatedPartyTwoMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyTwoMember" xlink:to="sobr_RelatedPartyTwoMember_lbl_ef20aa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyTwoMember_lbl_ef20aa" xml:lang="en-US">Related Party Two [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertiblePromissoryNoteAgreementMember" xlink:to="sobr_ConvertiblePromissoryNoteAgreementMember_lbl_eb9586" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConvertiblePromissoryNoteAgreementMember_lbl_eb9586" xml:lang="en-US">Convertible promissory note agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyOneMember" xlink:label="sobr_RelatedPartyOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyOneMember" xlink:to="sobr_RelatedPartyOneMember_lbl_7b7a92" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyOneMember_lbl_7b7a92" xml:lang="en-US">Related Party One [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_KevinMooreMember" xlink:to="sobr_KevinMooreMember_lbl_d4ff5f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_KevinMooreMember_lbl_d4ff5f" xml:lang="en-US">Kevin Moore [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_EmploymentAgreementMember" xlink:to="sobr_EmploymentAgreementMember_lbl_4f176a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_EmploymentAgreementMember_lbl_4f176a" xml:lang="en-US">Employment Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyTwoMember" xlink:label="sobr_NonRelatedPartyTwoMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyTwoMember" xlink:to="sobr_NonRelatedPartyTwoMember_lbl_4038fd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyTwoMember_lbl_4038fd" xml:lang="en-US">Non-Related Party Two [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonRelatedPartyOneMember" xlink:label="sobr_NonRelatedPartyOneMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonRelatedPartyOneMember" xlink:to="sobr_NonRelatedPartyOneMember_lbl_b62592" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonRelatedPartyOneMember_lbl_b62592" xml:lang="en-US">Non-Related Party One [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartyThreeMember" xlink:label="sobr_RelatedPartyThreeMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartyThreeMember" xlink:to="sobr_RelatedPartyThreeMember_lbl_c0c375" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartyThreeMember_lbl_c0c375" xml:lang="en-US">Related Party Three [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CompensationMember" xlink:label="sobr_CompensationMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CompensationMember" xlink:to="sobr_CompensationMember_lbl_678ed2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CompensationMember_lbl_678ed2" xml:lang="en-US">Compensation [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionConvertedInstrumentAmount1" xlink:label="us-gaap_DebtConversionConvertedInstrumentAmount1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentAmount1" xlink:to="us-gaap_DebtConversionConvertedInstrumentAmount1_lbl_fc9f96" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionConvertedInstrumentAmount1_lbl_fc9f96" xml:lang="en-US">Debt Conversion, Converted Instrument, Amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:to="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_7edf45" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentConvertibleConversionPrice1_lbl_7edf45" xml:lang="en-US">Debt instrument, convertible, conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SettlePayableBalance" xlink:label="sobr_SettlePayableBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SettlePayableBalance" xlink:to="sobr_SettlePayableBalance_lbl_5cc37a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SettlePayableBalance_lbl_5cc37a" xml:lang="en-US">Settle payable balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionConvertedInstrumentSharesIssued1" xlink:to="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_a958c6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtConversionConvertedInstrumentSharesIssued1_lbl_a958c6" xml:lang="en-US">Debt conversion, converted instrument, shares issued</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits" xlink:to="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_1587a1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_1587a1" xml:lang="en-US">Common stock shares issuable for preferred stock</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockSharesConverted1" xlink:to="us-gaap_ConversionOfStockSharesConverted1_lbl_bbe3e0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConversionOfStockSharesConverted1_lbl_bbe3e0" xml:lang="en-US">Convertible preferred stock converted</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConversionPrice" xlink:to="sobr_ConversionPrice_lbl_38285f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ConversionPrice_lbl_38285f" xml:lang="en-US">Conversion price</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapital" xlink:to="us-gaap_AdditionalPaidInCapital_lbl_693b62" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AdditionalPaidInCapital_lbl_693b62" xml:lang="en-US">Additional paid-in capital</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets" xlink:to="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets_lbl_741c4d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesPurchaseOfAssets_lbl_741c4d" xml:lang="en-US">Common stock, shares issued upon assets purchase</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfTheCommonShares" xlink:to="sobr_FairValueOfTheCommonShares_lbl_ec9653" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_FairValueOfTheCommonShares_lbl_ec9653" xml:lang="en-US">Fair value of the common shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSubscriptionsPayable" xlink:to="sobr_CommonStockSubscriptionsPayable_lbl_029ff2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_CommonStockSubscriptionsPayable_lbl_029ff2" xml:lang="en-US">Common stock subscriptions payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSubscriptionsPayable" xlink:label="sobr_CommonStockSubscriptionsPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSubscriptionsPayable" xlink:to="sobr_CommonStockSubscriptionsPayable_lbl_13" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSubscriptionsPayable_lbl_13" xml:lang="en-US">[Common stock subscriptions payable]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesIssuedForServices" xlink:label="us-gaap_StockIssuedDuringPeriodSharesIssuedForServices" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesIssuedForServices" xlink:to="us-gaap_StockIssuedDuringPeriodSharesIssuedForServices_lbl_fee527" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesIssuedForServices_lbl_fee527" xml:lang="en-US">Common stock shares issued for services, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtConversionDescription" xlink:label="us-gaap_DebtConversionDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionDescription" xlink:to="us-gaap_DebtConversionDescription_lbl_2708fa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtConversionDescription_lbl_2708fa" xml:lang="en-US">Debt conversion price description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AgreementExpiringDate" xlink:label="sobr_AgreementExpiringDate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AgreementExpiringDate" xlink:to="sobr_AgreementExpiringDate_lbl_af7dcf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AgreementExpiringDate_lbl_af7dcf" xml:lang="en-US">Agreement Expiring date</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockWarrantsSettlement" xlink:label="sobr_StockWarrantsSettlement" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockWarrantsSettlement" xlink:to="sobr_StockWarrantsSettlement_lbl_0e6d90" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockWarrantsSettlement_lbl_0e6d90" xml:lang="en-US">Stock warrants settlement</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodValueNewIssues" xlink:to="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_dd946e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodValueNewIssues_lbl_dd946e" xml:lang="en-US">Common stock shares issued for cash, value</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised" xlink:label="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised" xlink:to="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_lbl_33bbe5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_lbl_33bbe5" xml:lang="en-US">Common stock shares issued to option exercised</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionOnRelatedPartyDebt" xlink:to="sobr_ReductionOnRelatedPartyDebt_lbl_75cf38" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ReductionOnRelatedPartyDebt_lbl_75cf38" xml:lang="en-US">Reduction in related party debt</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightOutstanding" xlink:to="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_231ec9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ClassOfWarrantOrRightOutstanding_lbl_231ec9" xml:lang="en-US">Number of warrants outstanding</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AccruedExpensesPerShare" xlink:label="sobr_AccruedExpensesPerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AccruedExpensesPerShare" xlink:to="sobr_AccruedExpensesPerShare_lbl_559dda" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AccruedExpensesPerShare_lbl_559dda" xml:lang="en-US">Accrued expenses per share</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_ConsolidatedEntitiesAxis" xlink:label="srt_ConsolidatedEntitiesAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_ConsolidatedEntitiesAxis" xlink:to="srt_ConsolidatedEntitiesAxis_lbl_c9f383" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_ConsolidatedEntitiesAxis_lbl_c9f383" xml:lang="en-US">Consolidated Entities [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SOBRSAFELLCMember" xlink:label="sobr_SOBRSAFELLCMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SOBRSAFELLCMember" xlink:to="sobr_SOBRSAFELLCMember_lbl_0a5ec2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SOBRSAFELLCMember_lbl_0a5ec2" xml:lang="en-US">SOBR SAFE, LLC [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_VernonJustusMember" xlink:to="sobr_VernonJustusMember_lbl_840ef1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_VernonJustusMember_lbl_840ef1" xml:lang="en-US">Vernon Justus [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ShareExchangeAgreementMember" xlink:to="sobr_ShareExchangeAgreementMember_lbl_797f8f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ShareExchangeAgreementMember_lbl_797f8f" xml:lang="en-US">Share Exchange Agreement [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MichaelLanphereMember" xlink:to="sobr_MichaelLanphereMember_lbl_16121a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_MichaelLanphereMember_lbl_16121a" xml:lang="en-US">Michael Lanphere [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SeriesAOnePreferredStockPurchaseAgreementMember" xlink:label="sobr_SeriesAOnePreferredStockPurchaseAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SeriesAOnePreferredStockPurchaseAgreementMember" xlink:to="sobr_SeriesAOnePreferredStockPurchaseAgreementMember_lbl_cb4cce" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SeriesAOnePreferredStockPurchaseAgreementMember_lbl_cb4cce" xml:lang="en-US">Series A-1 Preferred Stock Purchase Agreement [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_DirectorMember" xlink:to="srt_DirectorMember_lbl_61c644" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="srt_DirectorMember_lbl_61c644" xml:lang="en-US">Director [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_BusinessDevelopmentMember" xlink:label="sobr_BusinessDevelopmentMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_BusinessDevelopmentMember" xlink:to="sobr_BusinessDevelopmentMember_lbl_82c741" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_BusinessDevelopmentMember_lbl_82c741" xml:lang="en-US">Business Development [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FirstCapitalVenturesMember" xlink:label="sobr_FirstCapitalVenturesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FirstCapitalVenturesMember" xlink:to="sobr_FirstCapitalVenturesMember_lbl_b1f3d3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FirstCapitalVenturesMember_lbl_b1f3d3" xml:lang="en-US">First Capital Ventures [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InvestmentAgreementMember" xlink:label="sobr_InvestmentAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InvestmentAgreementMember" xlink:to="sobr_InvestmentAgreementMember_lbl_32d6c1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InvestmentAgreementMember_lbl_32d6c1" xml:lang="en-US">Investment Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ConvertiblePreferredStockMember" xlink:label="us-gaap_ConvertiblePreferredStockMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConvertiblePreferredStockMember" xlink:to="us-gaap_ConvertiblePreferredStockMember_lbl_b11b97" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConvertiblePreferredStockMember_lbl_b11b97" xml:lang="en-US">Convertible Preferred Stock [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DividendsPreferredStock" xlink:label="us-gaap_DividendsPreferredStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DividendsPreferredStock" xlink:to="us-gaap_DividendsPreferredStock_lbl_e8f169" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DividendsPreferredStock_lbl_e8f169" xml:lang="en-US">Accrued dividends payable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesAuthorized" xlink:to="us-gaap_PreferredStockSharesAuthorized_lbl_891cf6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PreferredStockSharesAuthorized_lbl_891cf6" xml:lang="en-US">Preferred stock, shares authorized</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertiblePreferredStockIssuable" xlink:label="sobr_ConvertiblePreferredStockIssuable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertiblePreferredStockIssuable" xlink:to="sobr_ConvertiblePreferredStockIssuable_lbl_7a14b7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertiblePreferredStockIssuable_lbl_7a14b7" xml:lang="en-US">Convertible preferred stock issuable</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockSharesConverted1" xlink:to="us-gaap_ConversionOfStockSharesConverted1_lbl_751682" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConversionOfStockSharesConverted1_lbl_751682" xml:lang="en-US">Convertible preferred stock converted</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits" xlink:to="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_e1e712" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesConversionOfUnits_lbl_e1e712" xml:lang="en-US">Common stock shares issuable for preferred stock</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfTheCommonShares" xlink:to="sobr_FairValueOfTheCommonShares_lbl_85e0b6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="sobr_FairValueOfTheCommonShares_lbl_85e0b6" xml:lang="en-US">Fair value of the common shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConversionPrice" xlink:to="sobr_ConversionPrice_lbl_eb5e2a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="sobr_ConversionPrice_lbl_eb5e2a" xml:lang="en-US">Conversion price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RightOfDividend" xlink:label="sobr_RightOfDividend" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RightOfDividend" xlink:to="sobr_RightOfDividend_lbl_06a923" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RightOfDividend_lbl_06a923" xml:lang="en-US">Right of dividend</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConvertedSharesOfCommonStock" xlink:label="sobr_ConvertedSharesOfCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConvertedSharesOfCommonStock" xlink:to="sobr_ConvertedSharesOfCommonStock_lbl_d3f321" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConvertedSharesOfCommonStock_lbl_d3f321" xml:lang="en-US">Converted shares of common stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PurchasePriceFromSpvShares" xlink:label="sobr_PurchasePriceFromSpvShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PurchasePriceFromSpvShares" xlink:to="sobr_PurchasePriceFromSpvShares_lbl_96ded7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PurchasePriceFromSpvShares_lbl_96ded7" xml:lang="en-US">Purchase price from SPV, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PreferredStockSharesSold" xlink:label="sobr_PreferredStockSharesSold" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferredStockSharesSold" xlink:to="sobr_PreferredStockSharesSold_lbl_155932" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PreferredStockSharesSold_lbl_155932" xml:lang="en-US">Preferred stock shares sold</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferredStockDividendAccrued" xlink:to="sobr_PreferredStockDividendAccrued_lbl_1c3f69" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_PreferredStockDividendAccrued_lbl_1c3f69" xml:lang="en-US">Preferred stock dividend accrued</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PurchasePriceFromSpvAmount" xlink:label="sobr_PurchasePriceFromSpvAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PurchasePriceFromSpvAmount" xlink:to="sobr_PurchasePriceFromSpvAmount_lbl_9bdf1f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PurchasePriceFromSpvAmount_lbl_9bdf1f" xml:lang="en-US">Purchase price from SPV, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharePrice" xlink:label="us-gaap_SharePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharePrice" xlink:to="us-gaap_SharePrice_lbl_f3b5c4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharePrice_lbl_f3b5c4" xml:lang="en-US">Shares issuance price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PreferencesAndRightsOfPreferredStock" xlink:label="sobr_PreferencesAndRightsOfPreferredStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferencesAndRightsOfPreferredStock" xlink:to="sobr_PreferencesAndRightsOfPreferredStock_lbl_688719" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PreferencesAndRightsOfPreferredStock_lbl_688719" xml:lang="en-US">Preferences and rights of preferred stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AgreementTerm" xlink:label="sobr_AgreementTerm" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AgreementTerm" xlink:to="sobr_AgreementTerm_lbl_97f502" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AgreementTerm_lbl_97f502" xml:lang="en-US">Agreement term</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockShares" xlink:label="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockShares" xlink:to="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockShares_lbl_b34dd9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockShares_lbl_b34dd9" xml:lang="en-US">Issuane of warrants upon purchase of common stock, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockAmount" xlink:label="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockAmount" xlink:to="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockAmount_lbl_b9d281" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_IssuaneOfWarrantsUponPurchaseOfCommonStockAmount_lbl_b9d281" xml:lang="en-US">Issuane of warrants upon purchase of common stock, amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePrice" xlink:to="sobr_ExercisePrice_lbl_d479ce" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ExercisePrice_lbl_d479ce" xml:lang="en-US">Exercise price</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePrice" xlink:label="sobr_ExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePrice" xlink:to="sobr_ExercisePrice_lbl_21" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePrice_lbl_21" xml:lang="en-US">[Exercise price]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RaisesFundDescription" xlink:label="sobr_RaisesFundDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RaisesFundDescription" xlink:to="sobr_RaisesFundDescription_lbl_b47c43" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RaisesFundDescription_lbl_b47c43" xml:lang="en-US">Raises fund description</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockParOrStatedValuePerShare" xlink:to="us-gaap_PreferredStockParOrStatedValuePerShare_lbl_c045cb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare_lbl_c045cb" xml:lang="en-US">Preferred stock, par value</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_PreferredStockConversionBasis" xlink:label="us-gaap_PreferredStockConversionBasis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockConversionBasis" xlink:to="us-gaap_PreferredStockConversionBasis_lbl_bde095" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockConversionBasis_lbl_bde095" xml:lang="en-US">Preferred stock conversion description</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RelatedPartiesMember" xlink:label="sobr_RelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RelatedPartiesMember" xlink:to="sobr_RelatedPartiesMember_lbl_3578d6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RelatedPartiesMember_lbl_3578d6" xml:lang="en-US">Related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_DueToRelatedPartiesMember" xlink:label="sobr_DueToRelatedPartiesMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DueToRelatedPartiesMember" xlink:to="sobr_DueToRelatedPartiesMember_lbl_dab67a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_DueToRelatedPartiesMember_lbl_dab67a" xml:lang="en-US">Due To Related Parties [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SeriesAPreferredStockMember" xlink:label="us-gaap_SeriesAPreferredStockMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SeriesAPreferredStockMember" xlink:to="us-gaap_SeriesAPreferredStockMember_lbl_2097ab" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SeriesAPreferredStockMember_lbl_2097ab" xml:lang="en-US">8% Series A-1 Convertible Preferred shares [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GainLossOnStockSubscriptionPayable" xlink:label="sobr_GainLossOnStockSubscriptionPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GainLossOnStockSubscriptionPayable" xlink:to="sobr_GainLossOnStockSubscriptionPayable_lbl_7a7c48" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GainLossOnStockSubscriptionPayable_lbl_7a7c48" xml:lang="en-US">Gain (Loss) on stock subscription payable</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSubscriptionPayableShares" xlink:label="sobr_CommonStockSubscriptionPayableShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSubscriptionPayableShares" xlink:to="sobr_CommonStockSubscriptionPayableShares_lbl_7dd185" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSubscriptionPayableShares_lbl_7dd185" xml:lang="en-US">Common stock subscription payable, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockShares" xlink:label="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockShares" xlink:to="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockShares_lbl_c7c54d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockShares_lbl_c7c54d" xml:lang="en-US">Stock subscription payable to related party upon common stock shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockSharesAmount" xlink:label="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockSharesAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockSharesAmount" xlink:to="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockSharesAmount_lbl_058c62" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockSubscriptionPayableToRelatedPartyUponCommonStockSharesAmount_lbl_058c62" xml:lang="en-US">Stock subscription payable to related party upon common stock shares, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSubscriptionPayable" xlink:label="sobr_CommonStockSubscriptionPayable" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSubscriptionPayable" xlink:to="sobr_CommonStockSubscriptionPayable_lbl_064622" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSubscriptionPayable_lbl_064622" xml:lang="en-US">Common stock subscription payable, amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesSubscriptions" xlink:to="us-gaap_CommonStockSharesSubscriptions_lbl_ae3ab5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CommonStockSharesSubscriptions_lbl_ae3ab5" xml:lang="en-US">Common stock shares subscriptions, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSharesSubscriptionsShares" xlink:label="sobr_CommonStockSharesSubscriptionsShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSharesSubscriptionsShares" xlink:to="sobr_CommonStockSharesSubscriptionsShares_lbl_ec173a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSharesSubscriptionsShares_lbl_ec173a" xml:lang="en-US">Common stock shares subscriptions, shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_PreferredStockSubscriptionPayableShares" xlink:label="sobr_PreferredStockSubscriptionPayableShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_PreferredStockSubscriptionPayableShares" xlink:to="sobr_PreferredStockSubscriptionPayableShares_lbl_076e53" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_PreferredStockSubscriptionPayableShares_lbl_076e53" xml:lang="en-US">Preferred stock subscription payable, shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesSubscribedButUnissuedValue" xlink:to="us-gaap_PreferredStockSharesSubscribedButUnissuedValue_lbl_3b954d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PreferredStockSharesSubscribedButUnissuedValue_lbl_3b954d" xml:lang="en-US">Preferred stock subscription payable, amount</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ClassOfWarrantOrRightAxis" xlink:label="us-gaap_ClassOfWarrantOrRightAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightAxis" xlink:to="us-gaap_ClassOfWarrantOrRightAxis_lbl_89a4ad" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ClassOfWarrantOrRightAxis_lbl_89a4ad" xml:lang="en-US">Class of Warrant or Right [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsMember" xlink:label="sobr_WarrantsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsMember" xlink:to="sobr_WarrantsMember_lbl_122a77" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsMember_lbl_122a77" xml:lang="en-US">Warrants [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate_lbl_2fb35e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate_lbl_2fb35e" xml:lang="en-US">Dividend yield</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice_lbl_93f850" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice_lbl_93f850" xml:lang="en-US">Exercise Price</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_0e838a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_0e838a" xml:lang="en-US">Volatility</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm3" xlink:label="sobr_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm3" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm3" xlink:to="sobr_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm3_lbl_52c14e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm3_lbl_52c14e" xml:lang="en-US">Life of warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate_lbl_f87bbc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsRiskFreeInterestRate_lbl_f87bbc" xml:lang="en-US">Risk free interest rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsMember" xlink:to="sobr_WarrantsMember_lbl_5cb58e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_WarrantsMember_lbl_5cb58e" xml:lang="en-US">Warrants [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePricePerWrrantExpired" xlink:label="sobr_ExercisePricePerWrrantExpired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePricePerWrrantExpired" xlink:to="sobr_ExercisePricePerWrrantExpired_lbl_ac0823" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricePerWrrantExpired_lbl_ac0823" xml:lang="en-US">Exercise Price Per wrrant expired</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_e01cdf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_e01cdf" xml:lang="en-US">Outstanding at beginning of period</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_3" xml:lang="en-US">[Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Number]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_d1f1cd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_d1f1cd" xml:lang="en-US">Warrants Granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsExercisedShares" xlink:label="sobr_WarrantsExercisedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsExercisedShares" xlink:to="sobr_WarrantsExercisedShares_lbl_130719" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsExercisedShares_lbl_130719" xml:lang="en-US">Warrants Exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriod" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriod_lbl_fba592" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriod_lbl_fba592" xml:lang="en-US">Warrants Expired</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_cc620f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingNumber_lbl_cc620f" xml:lang="en-US">Outstanding at ending of periods</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingAtBeginningOfPeriod" xlink:to="sobr_OutstandingAtBeginningOfPeriod_lbl_440a03" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_OutstandingAtBeginningOfPeriod_lbl_440a03" xml:lang="en-US">Outstanding at beginning of period</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingAtBeginningOfPeriod" xlink:label="sobr_OutstandingAtBeginningOfPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingAtBeginningOfPeriod" xlink:to="sobr_OutstandingAtBeginningOfPeriod_lbl_8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingAtBeginningOfPeriod_lbl_8" xml:lang="en-US">[Outstanding at beginning of period]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl_798a29" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl_798a29" xml:lang="en-US">Warrants Granted</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl_9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl_9" xml:lang="en-US">[Share-based Compensation Arrangements by Share-based Payment Award, Options, Grants in Period, Weighted Average Exercise Price]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_6c879b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_6c879b" xml:lang="en-US">Warrants Exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_10" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_10" xml:lang="en-US">[Share-based Compensation Arrangements by Share-based Payment Award, Options, Exercises in Period, Weighted Average Exercise Price]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingAtEndOfPeriods" xlink:to="sobr_OutstandingAtEndOfPeriods_lbl_979751" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_OutstandingAtEndOfPeriods_lbl_979751" xml:lang="en-US">Outstanding at end of period</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingAtEndOfPeriods" xlink:label="sobr_OutstandingAtEndOfPeriods" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingAtEndOfPeriods" xlink:to="sobr_OutstandingAtEndOfPeriods_lbl_11" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingAtEndOfPeriods_lbl_11" xml:lang="en-US">[Outstanding at end of period]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingBeginningOfPeriod" xlink:label="sobr_OutstandingBeginningOfPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingBeginningOfPeriod" xlink:to="sobr_OutstandingBeginningOfPeriod_lbl_bc0966" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingBeginningOfPeriod_lbl_bc0966" xml:lang="en-US">Outstanding, beginning of period</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_lbl_b8101b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_lbl_b8101b" xml:lang="en-US">Outstanding at end of period</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_lbl_13" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_lbl_13" xml:lang="en-US">[Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Weighted Average Exercise Price]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract" xlink:label="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract" xlink:to="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract_lbl_ba2474" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract_lbl_ba2474" xml:lang="en-US">Weighted Average Remaining Contractual Life</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifeBeginningBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifeBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifeBeginningBalance" xlink:to="sobr_WeightedAverageRemainingContractualLifeBeginningBalance_lbl_d0f3e7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifeBeginningBalance_lbl_d0f3e7" xml:lang="en-US">Weighted Average Remaining Contractual Life , Beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifeWarrantsGranted" xlink:label="sobr_WeightedAverageRemainingContractualLifeWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifeWarrantsGranted" xlink:to="sobr_WeightedAverageRemainingContractualLifeWarrantsGranted_lbl_60fff2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifeWarrantsGranted_lbl_60fff2" xml:lang="en-US">Weighted Average Remaining Contractual Life, Warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifeEndingBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifeEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifeEndingBalance" xlink:to="sobr_WeightedAverageRemainingContractualLifeEndingBalance_lbl_82fde9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifeEndingBalance_lbl_82fde9" xml:lang="en-US">Weighted Average Remaining Contractual Life, Ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract" xlink:label="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract" xlink:to="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract_lbl_f89d6f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract_lbl_f89d6f" xml:lang="en-US">Weighted Average Exercise Price Per Share</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerShareBeginningBalance" xlink:label="sobr_WeightedAverageExercisePricePerShareBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerShareBeginningBalance" xlink:to="sobr_WeightedAverageExercisePricePerShareBeginningBalance_lbl_43ab16" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerShareBeginningBalance_lbl_43ab16" xml:lang="en-US">Weighted Average Exercise Price Per Share, Beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerShareWarrantsGranted" xlink:label="sobr_WeightedAverageExercisePricePerShareWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerShareWarrantsGranted" xlink:to="sobr_WeightedAverageExercisePricePerShareWarrantsGranted_lbl_4483e7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerShareWarrantsGranted_lbl_4483e7" xml:lang="en-US">Weighted Average Exercise Price Per Share, Warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerShareWarrantsExercisedPerShare" xlink:label="sobr_WeightedAverageExercisePricePerShareWarrantsExercisedPerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerShareWarrantsExercisedPerShare" xlink:to="sobr_WeightedAverageExercisePricePerShareWarrantsExercisedPerShare_lbl_c39351" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerShareWarrantsExercisedPerShare_lbl_c39351" xml:lang="en-US">Weighted Average Exercise Price Per Share, Warrants exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerShareEndingBalance" xlink:label="sobr_WeightedAverageExercisePricePerShareEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerShareEndingBalance" xlink:to="sobr_WeightedAverageExercisePricePerShareEndingBalance_lbl_08de74" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerShareEndingBalance_lbl_08de74" xml:lang="en-US">Weighted Average Exercise Price Per Share, ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriodWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriodWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriodWeightedAverageExercisePrice_lbl_efe764" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsForfeituresAndExpirationsInPeriodWeightedAverageExercisePrice_lbl_efe764" xml:lang="en-US">Weighted Average Exercise Price Per Share, Warrants expired</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueAbstract" xlink:label="sobr_AggregateIntrinsicValueAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueAbstract" xlink:to="sobr_AggregateIntrinsicValueAbstract_lbl_7bd5db" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueAbstract_lbl_7bd5db" xml:lang="en-US">Aggregate Intrinsic Value</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicBeginningBalanceValue" xlink:label="sobr_AggregateIntrinsicBeginningBalanceValue" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicBeginningBalanceValue" xlink:to="sobr_AggregateIntrinsicBeginningBalanceValue_lbl_988568" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicBeginningBalanceValue_lbl_988568" xml:lang="en-US">Aggregate Intrinsic Value, Beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueWarrantsGranted" xlink:label="sobr_AggregateIntrinsicValueWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueWarrantsGranted" xlink:to="sobr_AggregateIntrinsicValueWarrantsGranted_lbl_dfffa3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueWarrantsGranted_lbl_dfffa3" xml:lang="en-US">Aggregate Intrinsic Value, Warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueEndingBalance" xlink:label="sobr_AggregateIntrinsicValueEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueEndingBalance" xlink:to="sobr_AggregateIntrinsicValueEndingBalance_lbl_efd67a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueEndingBalance_lbl_efd67a" xml:lang="en-US">Aggregate Intrinsic Value, Ending balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice_lbl_932a4a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExercisePrice_lbl_932a4a" xml:lang="en-US">Exercise Price</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExpectedLife" xlink:to="sobr_ExpectedLife_lbl_8251d8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_ExpectedLife_lbl_8251d8" xml:lang="en-US">Expected life</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExpectedLife" xlink:label="sobr_ExpectedLife" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExpectedLife" xlink:to="sobr_ExpectedLife_lbl_3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExpectedLife_lbl_3" xml:lang="en-US">[Expected life]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_5983c8" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedVolatilityRate_lbl_5983c8" xml:lang="en-US">Expected volatility</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RiskFreeInterestRates" xlink:to="sobr_RiskFreeInterestRates_lbl_f86dc5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_RiskFreeInterestRates_lbl_f86dc5" xml:lang="en-US">Risk free interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RiskFreeInterestRates" xlink:label="sobr_RiskFreeInterestRates" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RiskFreeInterestRates" xlink:to="sobr_RiskFreeInterestRates_lbl_5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RiskFreeInterestRates_lbl_5" xml:lang="en-US">[Risk free interest rate]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionsMember" xlink:label="sobr_StockOptionsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionsMember" xlink:to="sobr_StockOptionsMember_lbl_3ea866" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionsMember_lbl_3ea866" xml:lang="en-US">Stock Options [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OptionsOutstandingNumberOfSharesAbstract" xlink:label="sobr_OptionsOutstandingNumberOfSharesAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OptionsOutstandingNumberOfSharesAbstract" xlink:to="sobr_OptionsOutstandingNumberOfSharesAbstract_lbl_36f650" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OptionsOutstandingNumberOfSharesAbstract_lbl_36f650" xml:lang="en-US">Options Outstanding Number of Shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_79468a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_79468a" xml:lang="en-US">Option Granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OptionsExercised" xlink:label="sobr_OptionsExercised" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OptionsExercised" xlink:to="sobr_OptionsExercised_lbl_310bfc" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OptionsExercised_lbl_310bfc" xml:lang="en-US">Options Exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OptionsCancelled" xlink:label="sobr_OptionsCancelled" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OptionsCancelled" xlink:to="sobr_OptionsCancelled_lbl_444b9e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OptionsCancelled_lbl_444b9e" xml:lang="en-US">Options Cancelled</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OptionsExpired" xlink:label="sobr_OptionsExpired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OptionsExpired" xlink:to="sobr_OptionsExpired_lbl_e22b7c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OptionsExpired_lbl_e22b7c" xml:lang="en-US">Options Expired</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl_4aeed4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl_4aeed4" xml:lang="en-US">Option outstanding, exercisable, beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber" />
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    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl_3d378e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableNumber_lbl_3d378e" xml:lang="en-US">Option outstanding, exercisable, ending balance</link:label>
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionExercisePricePerShareAbstract_lbl_517a86" xml:lang="en-US">Exercise Price Per Share</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_80e194" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_lbl_80e194" xml:lang="en-US">Exercise Price Per Shares option exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePricePerShareOptionsCancelled" xlink:label="sobr_ExercisePricePerShareOptionsCancelled" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePricePerShareOptionsCancelled" xlink:to="sobr_ExercisePricePerShareOptionsCancelled_lbl_49d8ca" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricePerShareOptionsCancelled_lbl_49d8ca" xml:lang="en-US">Exercise Price Per Share Options Cancelled</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract" xlink:to="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract_lbl_d056f6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_OutstandingwarrantsWeightedaverageremainingcontractuallifeAbstract_lbl_d056f6" xml:lang="en-US">Weighted Average Remaining Contractual Life</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesBeginningBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifesBeginningBalance" />
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesBeginningBalance_lbl_25a48b" xml:lang="en-US">Weighted Average Remaining Contractual Lifes beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesOptionsGranted" xlink:label="sobr_WeightedAverageRemainingContractualLifesOptionsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifesOptionsGranted" xlink:to="sobr_WeightedAverageRemainingContractualLifesOptionsGranted_lbl_0d1ba5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesOptionsGranted_lbl_0d1ba5" xml:lang="en-US">Weighted Average Remaining Contractual Lifes options granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesOptionsExpired" xlink:label="sobr_WeightedAverageRemainingContractualLifesOptionsExpired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifesOptionsExpired" xlink:to="sobr_WeightedAverageRemainingContractualLifesOptionsExpired_lbl_f2a832" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesOptionsExpired_lbl_f2a832" xml:lang="en-US">Weighted Average Remaining Contractual Lifes options expired</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesEndingBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifesEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifesEndingBalance" xlink:to="sobr_WeightedAverageRemainingContractualLifesEndingBalance_lbl_bb6f69" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesEndingBalance_lbl_bb6f69" xml:lang="en-US">Weighted Average Remaining Contractual Lifes ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesExercisableBeginningBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifesExercisableBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifesExercisableBeginningBalance" xlink:to="sobr_WeightedAverageRemainingContractualLifesExercisableBeginningBalance_lbl_4d4f81" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesExercisableBeginningBalance_lbl_4d4f81" xml:lang="en-US">Weighted Average Remaining Contractual Lifes, Exercisable, Beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageRemainingContractualLifesExercisableEndingBalance" xlink:label="sobr_WeightedAverageRemainingContractualLifesExercisableEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageRemainingContractualLifesExercisableEndingBalance" xlink:to="sobr_WeightedAverageRemainingContractualLifesExercisableEndingBalance_lbl_702921" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageRemainingContractualLifesExercisableEndingBalance_lbl_702921" xml:lang="en-US">Weighted Average Remaining Contractual Lifes, Exercisable, Ending balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract" xlink:to="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract_lbl_2d1870" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_OutstandingWarrantsWeightedAverageExercisePricePerShareAbstract_lbl_2d1870" xml:lang="en-US">Weighted Average Exercise Price Per Share</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesBeginningBalance" xlink:label="sobr_WeightedAverageExercisePricePerSharesBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesBeginningBalance" xlink:to="sobr_WeightedAverageExercisePricePerSharesBeginningBalance_lbl_a65398" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesBeginningBalance_lbl_a65398" xml:lang="en-US">Weighted Average Exercise Price Per Shares beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesOptionsGranted" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesOptionsGranted" xlink:to="sobr_WeightedAverageExercisePricePerSharesOptionsGranted_lbl_553b3f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsGranted_lbl_553b3f" xml:lang="en-US">Weighted Average Exercise Price Per Shares options granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesOptionsCancelled" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsCancelled" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesOptionsCancelled" xlink:to="sobr_WeightedAverageExercisePricePerSharesOptionsCancelled_lbl_636fd1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsCancelled_lbl_636fd1" xml:lang="en-US">Weighted Average Exercise Price Per Shares options cancelled</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesOptionsExpired" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsExpired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesOptionsExpired" xlink:to="sobr_WeightedAverageExercisePricePerSharesOptionsExpired_lbl_97248f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesOptionsExpired_lbl_97248f" xml:lang="en-US">Weighted Average Exercise Price Per Shares options expired</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesEndingBalance" xlink:label="sobr_WeightedAverageExercisePricePerSharesEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesEndingBalance" xlink:to="sobr_WeightedAverageExercisePricePerSharesEndingBalance_lbl_e3a40d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesEndingBalance_lbl_e3a40d" xml:lang="en-US">Weighted Average Exercise Price Per Shares ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesExercisableBeginningBalance" xlink:label="sobr_WeightedAverageExercisePricePerSharesExercisableBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesExercisableBeginningBalance" xlink:to="sobr_WeightedAverageExercisePricePerSharesExercisableBeginningBalance_lbl_f29b51" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesExercisableBeginningBalance_lbl_f29b51" xml:lang="en-US">Weighted Average Exercise Price Per Shares exercisable beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WeightedAverageExercisePricePerSharesExercisableEndingBalance" xlink:label="sobr_WeightedAverageExercisePricePerSharesExercisableEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WeightedAverageExercisePricePerSharesExercisableEndingBalance" xlink:to="sobr_WeightedAverageExercisePricePerSharesExercisableEndingBalance_lbl_17f3f6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WeightedAverageExercisePricePerSharesExercisableEndingBalance_lbl_17f3f6" xml:lang="en-US">Weighted Average Exercise Price Per Shares exercisable ending balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueAbstract" xlink:to="sobr_AggregateIntrinsicValueAbstract_lbl_9c06aa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_AggregateIntrinsicValueAbstract_lbl_9c06aa" xml:lang="en-US">Aggregate Intrinsic Value</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueBeginningBalance" xlink:label="sobr_AggregateIntrinsicValueBeginningBalance" />
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueBeginningBalance_lbl_8201cb" xml:lang="en-US">Aggregate Intrinsic Value beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueOptionsGranted" xlink:label="sobr_AggregateIntrinsicValueOptionsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueOptionsGranted" xlink:to="sobr_AggregateIntrinsicValueOptionsGranted_lbl_79479f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueOptionsGranted_lbl_79479f" xml:lang="en-US">Aggregate Intrinsic Value options granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueOptionsExercised" xlink:label="sobr_AggregateIntrinsicValueOptionsExercised" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueOptionsExercised" xlink:to="sobr_AggregateIntrinsicValueOptionsExercised_lbl_762fb1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueOptionsExercised_lbl_762fb1" xml:lang="en-US">Aggregate Intrinsic Value options exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueOptionsCancelled" xlink:label="sobr_AggregateIntrinsicValueOptionsCancelled" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueOptionsCancelled" xlink:to="sobr_AggregateIntrinsicValueOptionsCancelled_lbl_1ba0da" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueOptionsCancelled_lbl_1ba0da" xml:lang="en-US">Aggregate Intrinsic Value options cancelled</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueOptionsExpired" xlink:label="sobr_AggregateIntrinsicValueOptionsExpired" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueOptionsExpired" xlink:to="sobr_AggregateIntrinsicValueOptionsExpired_lbl_938786" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueOptionsExpired_lbl_938786" xml:lang="en-US">Aggregate Intrinsic Value options expired</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueEndingBalance" xlink:to="sobr_AggregateIntrinsicValueEndingBalance_lbl_0f1921" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_AggregateIntrinsicValueEndingBalance_lbl_0f1921" xml:lang="en-US">Aggregate Intrinsic Value ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueExercisableBeginningBalance" xlink:label="sobr_AggregateIntrinsicValueExercisableBeginningBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AggregateIntrinsicValueExercisableBeginningBalance" xlink:to="sobr_AggregateIntrinsicValueExercisableBeginningBalance_lbl_c46d9c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueExercisableBeginningBalance_lbl_c46d9c" xml:lang="en-US">Aggregate Intrinsic Value exercisable, beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AggregateIntrinsicValueExercisableEndingBalance" xlink:label="sobr_AggregateIntrinsicValueExercisableEndingBalance" />
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AggregateIntrinsicValueExercisableEndingBalance_lbl_df2520" xml:lang="en-US">Aggregate Intrinsic Value exercisable ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePriceBeginningBalance" xlink:label="sobr_ExercisePriceBeginningBalance" />
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePriceBeginningBalance_lbl_203fc2" xml:lang="en-US">Exercise price beginning balance</link:label>
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_lbl_ce89e3" xml:lang="en-US">Exercise Price Per Shares option granted</link:label>
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricePerSharesOptionCancelled_lbl_8d2be7" xml:lang="en-US">Exercise Price Per Shares option Cancelled</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePricePerSharesOptionExpired" xlink:label="sobr_ExercisePricePerSharesOptionExpired" />
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    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricePerSharesOptionExpired_lbl_281cb1" xml:lang="en-US">Exercise Price Per Shares option expired</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExercisePricePerSharesEndingBalance" xlink:label="sobr_ExercisePricePerSharesEndingBalance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExercisePricePerSharesEndingBalance" xlink:to="sobr_ExercisePricePerSharesEndingBalance_lbl_545bb9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExercisePricePerSharesEndingBalance_lbl_545bb9" xml:lang="en-US">Exercise Price Per Shares ending balance</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_d0175f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_d0175f" xml:lang="en-US">Exercise Price Per Shares exercisable beginning balance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_43" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_43" xml:lang="en-US">[Share-based Compensation Arrangement by Share-based Payment Award, Options, Exercisable, Weighted Average Exercise Price]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_646b28" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisableWeightedAverageExercisePrice_lbl_646b28" xml:lang="en-US">Exercise Price Per Shares exercisable ending balance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LineOfCreditFacilityAbstract" xlink:label="us-gaap_LineOfCreditFacilityAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LineOfCreditFacilityAbstract" xlink:to="us-gaap_LineOfCreditFacilityAbstract_lbl_ee8d47" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LineOfCreditFacilityAbstract_lbl_ee8d47" xml:lang="en-US">STOCK WARRANTS AND STOCK OPTION (Details Narrative)</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_AwardTypeAxis" xlink:label="us-gaap_AwardTypeAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AwardTypeAxis" xlink:to="us-gaap_AwardTypeAxis_lbl_2cb63b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AwardTypeAxis_lbl_2cb63b" xml:lang="en-US">Award Type Axis</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ExecutiveStockOptionsMember" xlink:label="sobr_ExecutiveStockOptionsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ExecutiveStockOptionsMember" xlink:to="sobr_ExecutiveStockOptionsMember_lbl_d08a69" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ExecutiveStockOptionsMember_lbl_d08a69" xml:lang="en-US">Executive Stock Options [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ConsultantMember" xlink:label="sobr_ConsultantMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ConsultantMember" xlink:to="sobr_ConsultantMember_lbl_329954" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ConsultantMember_lbl_329954" xml:lang="en-US">Consultant [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TwoThousandNineteenEquityIncentivePlansMemberMember" xlink:label="sobr_TwoThousandNineteenEquityIncentivePlansMemberMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TwoThousandNineteenEquityIncentivePlansMemberMember" xlink:to="sobr_TwoThousandNineteenEquityIncentivePlansMemberMember_lbl_319881" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TwoThousandNineteenEquityIncentivePlansMemberMember_lbl_319881" xml:lang="en-US">2019 Equity Incentive Plans [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_DavidGandiniMember" xlink:to="sobr_DavidGandiniMember_lbl_b1bf5c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_DavidGandiniMember_lbl_b1bf5c" xml:lang="en-US">David Gandini [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_MichaelALanphereMember" xlink:label="sobr_MichaelALanphereMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_MichaelALanphereMember" xlink:to="sobr_MichaelALanphereMember_lbl_d520e9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_MichaelALanphereMember_lbl_d520e9" xml:lang="en-US">Michael A. Lanphere [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NickNocetiMember" xlink:to="sobr_NickNocetiMember_lbl_01cb0e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NickNocetiMember_lbl_01cb0e" xml:lang="en-US">Nick Noceti [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CharlesBenningtonMember" xlink:to="sobr_CharlesBenningtonMember_lbl_2b4180" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_CharlesBenningtonMember_lbl_2b4180" xml:lang="en-US">Charles Bennington [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_EightPercentSeriesAOneConvertiblePreferredStockInvestmentAgreementMember" xlink:label="sobr_EightPercentSeriesAOneConvertiblePreferredStockInvestmentAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_EightPercentSeriesAOneConvertiblePreferredStockInvestmentAgreementMember" xlink:to="sobr_EightPercentSeriesAOneConvertiblePreferredStockInvestmentAgreementMember_lbl_0015c2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_EightPercentSeriesAOneConvertiblePreferredStockInvestmentAgreementMember_lbl_0015c2" xml:lang="en-US">8% Series A-1 Convertible Preferred Stock Investment agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FirstCapitalVenturesFcvMember" xlink:label="sobr_FirstCapitalVenturesFcvMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FirstCapitalVenturesFcvMember" xlink:to="sobr_FirstCapitalVenturesFcvMember_lbl_64d653" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FirstCapitalVenturesFcvMember_lbl_64d653" xml:lang="en-US">First Capital Ventures "FCV" [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonEmployeeStockWarrantsMember" xlink:label="sobr_NonEmployeeStockWarrantsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonEmployeeStockWarrantsMember" xlink:to="sobr_NonEmployeeStockWarrantsMember_lbl_333cdf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonEmployeeStockWarrantsMember_lbl_333cdf" xml:lang="en-US">Non Employee Stock Warrants [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NonEmployeeStockOptionsMember" xlink:label="sobr_NonEmployeeStockOptionsMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NonEmployeeStockOptionsMember" xlink:to="sobr_NonEmployeeStockOptionsMember_lbl_029f30" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NonEmployeeStockOptionsMember_lbl_029f30" xml:lang="en-US">Non employee stock options [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NumberOfWarrantsOutstanding" xlink:to="sobr_NumberOfWarrantsOutstanding_lbl_853280" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_NumberOfWarrantsOutstanding_lbl_853280" xml:lang="en-US">Number of warrants outstanding</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_NumberOfWarrantsOutstanding" xlink:label="sobr_NumberOfWarrantsOutstanding" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_NumberOfWarrantsOutstanding" xlink:to="sobr_NumberOfWarrantsOutstanding_lbl_2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_NumberOfWarrantsOutstanding_lbl_2" xml:lang="en-US">[Number of warrants outstanding]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" xlink:to="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_72feb2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_lbl_72feb2" xml:lang="en-US">Exercise price of warrants</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromIssuanceOfWarrants" xlink:to="us-gaap_ProceedsFromIssuanceOfWarrants_lbl_071904" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ProceedsFromIssuanceOfWarrants_lbl_071904" xml:lang="en-US">Fair value of warrants issued</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ProceedsFromIssuanceOfWarrants" xlink:label="us-gaap_ProceedsFromIssuanceOfWarrants" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromIssuanceOfWarrants" xlink:to="us-gaap_ProceedsFromIssuanceOfWarrants_lbl_4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromIssuanceOfWarrants_lbl_4" xml:lang="en-US">[Proceeds from Issuance of Warrants]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_UnrecognizedCompensationExpense" xlink:label="sobr_UnrecognizedCompensationExpense" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_UnrecognizedCompensationExpense" xlink:to="sobr_UnrecognizedCompensationExpense_lbl_25521e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_UnrecognizedCompensationExpense_lbl_25521e" xml:lang="en-US">Unrecognized compensation expense</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensation" xlink:to="us-gaap_ShareBasedCompensation_lbl_edefc7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensation_lbl_edefc7" xml:lang="en-US">Share-based compensation expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SharebasedCompensationSharesAuthorizedUnderStockOptionPlansExercisePriceRangeExercisableOptionsWeightedAverageExercisePrice1" xlink:label="us-gaap_SharebasedCompensationSharesAuthorizedUnderStockOptionPlansExercisePriceRangeExercisableOptionsWeightedAverageExercisePrice1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharebasedCompensationSharesAuthorizedUnderStockOptionPlansExercisePriceRangeExercisableOptionsWeightedAverageExercisePrice1" xlink:to="us-gaap_SharebasedCompensationSharesAuthorizedUnderStockOptionPlansExercisePriceRangeExercisableOptionsWeightedAverageExercisePrice1_lbl_3b1cb2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharebasedCompensationSharesAuthorizedUnderStockOptionPlansExercisePriceRangeExercisableOptionsWeightedAverageExercisePrice1_lbl_3b1cb2" xml:lang="en-US">Options exercisable per share</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_afda23" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriod_lbl_afda23" xml:lang="en-US">Stock option granted</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockAcquire" xlink:to="sobr_CommonStockAcquire_lbl_0ad91b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_CommonStockAcquire_lbl_0ad91b" xml:lang="en-US">Common stock acquire</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionsVested" xlink:label="sobr_StockOptionsVested" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionsVested" xlink:to="sobr_StockOptionsVested_lbl_75f340" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionsVested_lbl_75f340" xml:lang="en-US">Stock options vested</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OptionVestingTerms" xlink:label="sobr_OptionVestingTerms" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OptionVestingTerms" xlink:to="sobr_OptionVestingTerms_lbl_a5effb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OptionVestingTerms_lbl_a5effb" xml:lang="en-US">Option vesting terms</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_InstallmentsPeriodDescription" xlink:label="sobr_InstallmentsPeriodDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_InstallmentsPeriodDescription" xlink:to="sobr_InstallmentsPeriodDescription_lbl_036cd9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_InstallmentsPeriodDescription_lbl_036cd9" xml:lang="en-US">Installments period description</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice" xlink:to="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_18e4dd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredCompensationArrangementWithIndividualExercisePrice_lbl_18e4dd" xml:lang="en-US">Exercise price per share</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2" xlink:to="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_lbl_9a119d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_lbl_9a119d" xml:lang="en-US">Expected lives</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ReductionOnRelatedPartyDebt" xlink:to="sobr_ReductionOnRelatedPartyDebt_lbl_4110e2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="sobr_ReductionOnRelatedPartyDebt_lbl_4110e2" xml:lang="en-US">Reduction in related party debt</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised" xlink:to="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_lbl_412944" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_lbl_412944" xml:lang="en-US">Common stock shares issued to option exercised</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStocksAuthorizedShares" xlink:label="sobr_CommonStocksAuthorizedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStocksAuthorizedShares" xlink:to="sobr_CommonStocksAuthorizedShares_lbl_d81cc4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStocksAuthorizedShares_lbl_d81cc4" xml:lang="en-US">Common stock authorized shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConversionOfStockDescription" xlink:to="us-gaap_ConversionOfStockDescription_lbl_bd522e" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ConversionOfStockDescription_lbl_bd522e" xml:lang="en-US">Stock option descriptions</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_TotalStockOptionVestedShares" xlink:label="sobr_TotalStockOptionVestedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_TotalStockOptionVestedShares" xlink:to="sobr_TotalStockOptionVestedShares_lbl_14858c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_TotalStockOptionVestedShares_lbl_14858c" xml:lang="en-US">Total stock option vested shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionVestedShares" xlink:label="sobr_StockOptionVestedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionVestedShares" xlink:to="sobr_StockOptionVestedShares_lbl_9f1b9c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionVestedShares_lbl_9f1b9c" xml:lang="en-US">Stock option vested shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionIssued" xlink:label="sobr_StockOptionIssued" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionIssued" xlink:to="sobr_StockOptionIssued_lbl_5fcb45" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionIssued_lbl_5fcb45" xml:lang="en-US">Stock option issued</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StockOptionNonVestedShares" xlink:label="sobr_StockOptionNonVestedShares" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StockOptionNonVestedShares" xlink:to="sobr_StockOptionNonVestedShares_lbl_e47114" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StockOptionNonVestedShares_lbl_e47114" xml:lang="en-US">Stock option non-vested shares</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_002c0d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl_002c0d" xml:lang="en-US">Options vested</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SaleOfStockNumberOfSharesIssuedInTransaction" xlink:label="us-gaap_SaleOfStockNumberOfSharesIssuedInTransaction" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SaleOfStockNumberOfSharesIssuedInTransaction" xlink:to="us-gaap_SaleOfStockNumberOfSharesIssuedInTransaction_lbl_c4bf6d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SaleOfStockNumberOfSharesIssuedInTransaction_lbl_c4bf6d" xml:lang="en-US">Convertible preferred stock shares sold</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SaleOfStockPricePerShare" xlink:label="us-gaap_SaleOfStockPricePerShare" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SaleOfStockPricePerShare" xlink:to="us-gaap_SaleOfStockPricePerShare_lbl_49336d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SaleOfStockPricePerShare_lbl_49336d" xml:lang="en-US">Sale of stock price per share</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CommonStockSharesIssuableUponExerciseOfWarrantsToSpv" xlink:label="sobr_CommonStockSharesIssuableUponExerciseOfWarrantsToSpv" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CommonStockSharesIssuableUponExerciseOfWarrantsToSpv" xlink:to="sobr_CommonStockSharesIssuableUponExerciseOfWarrantsToSpv_lbl_eb675a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CommonStockSharesIssuableUponExerciseOfWarrantsToSpv_lbl_eb675a" xml:lang="en-US">Common stock shares issuable upon exercise of warrants to SPV</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice_lbl_c338bd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingPeriodIncreaseDecreaseWeightedAverageExercisePrice_lbl_c338bd" xml:lang="en-US">Exercise price</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsIssuedToPurchaseCommonShares" xlink:to="sobr_WarrantsIssuedToPurchaseCommonShares_lbl_879b0d" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_WarrantsIssuedToPurchaseCommonShares_lbl_879b0d" xml:lang="en-US">Warrants issued to purchase common shares</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FairValueOfDetachedFreeStandingStockWarrantsGranted" xlink:label="sobr_FairValueOfDetachedFreeStandingStockWarrantsGranted" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FairValueOfDetachedFreeStandingStockWarrantsGranted" xlink:to="sobr_FairValueOfDetachedFreeStandingStockWarrantsGranted_lbl_e1c1cf" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FairValueOfDetachedFreeStandingStockWarrantsGranted_lbl_e1c1cf" xml:lang="en-US">Fair value of detached free-standing stock warrants granted</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_LoanAgreementDescription" xlink:label="sobr_LoanAgreementDescription" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_LoanAgreementDescription" xlink:to="sobr_LoanAgreementDescription_lbl_989487" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_LoanAgreementDescription_lbl_989487" xml:lang="en-US">Loan agreement description</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_IncomeTaxAuthorityAxis" xlink:label="us-gaap_IncomeTaxAuthorityAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncomeTaxAuthorityAxis" xlink:to="us-gaap_IncomeTaxAuthorityAxis_lbl_be6afb" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeTaxAuthorityAxis_lbl_be6afb" xml:lang="en-US">Income Tax Authority Axis</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FederalIncomeTaxMember" xlink:label="sobr_FederalIncomeTaxMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FederalIncomeTaxMember" xlink:to="sobr_FederalIncomeTaxMember_lbl_01b92c" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FederalIncomeTaxMember_lbl_01b92c" xml:lang="en-US">Federal Income Tax [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ReclassificationsOfTemporaryToPermanentEquity" xlink:label="us-gaap_ReclassificationsOfTemporaryToPermanentEquity" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReclassificationsOfTemporaryToPermanentEquity" xlink:to="us-gaap_ReclassificationsOfTemporaryToPermanentEquity_lbl_4497f4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReclassificationsOfTemporaryToPermanentEquity_lbl_4497f4" xml:lang="en-US">Permanent differences</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DeferredOtherTaxExpenseBenefit" xlink:label="us-gaap_DeferredOtherTaxExpenseBenefit" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredOtherTaxExpenseBenefit" xlink:to="us-gaap_DeferredOtherTaxExpenseBenefit_lbl_ea0733" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredOtherTaxExpenseBenefit_lbl_ea0733" xml:lang="en-US">Valuation allowance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DiscontinuedOperationIncomeLossFromDiscontinuedOperationDuringPhaseOutPeriodNetOfTax" xlink:label="us-gaap_DiscontinuedOperationIncomeLossFromDiscontinuedOperationDuringPhaseOutPeriodNetOfTax" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DiscontinuedOperationIncomeLossFromDiscontinuedOperationDuringPhaseOutPeriodNetOfTax" xlink:to="us-gaap_DiscontinuedOperationIncomeLossFromDiscontinuedOperationDuringPhaseOutPeriodNetOfTax_lbl_011c1a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DiscontinuedOperationIncomeLossFromDiscontinuedOperationDuringPhaseOutPeriodNetOfTax_lbl_011c1a" xml:lang="en-US">Net provision for income tax</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/srt/2021/elts/srt-2021-01-31.xsd#srt_StatementGeographicalAxis" xlink:label="srt_StatementGeographicalAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="srt_StatementGeographicalAxis" xlink:to="srt_StatementGeographicalAxis_lbl_1322a6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="srt_StatementGeographicalAxis_lbl_1322a6" xml:lang="en-US">Statement Geographical Axis</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_StateMember" xlink:label="sobr_StateMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_StateMember" xlink:to="sobr_StateMember_lbl_f76178" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_StateMember_lbl_f76178" xml:lang="en-US">State [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_FederalMember" xlink:label="sobr_FederalMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FederalMember" xlink:to="sobr_FederalMember_lbl_1a4e7f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_FederalMember_lbl_1a4e7f" xml:lang="en-US">Federal [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DeferredTaxAssetsNetAbstract" xlink:label="us-gaap_DeferredTaxAssetsNetAbstract" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredTaxAssetsNetAbstract" xlink:to="us-gaap_DeferredTaxAssetsNetAbstract_lbl_cf64c9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredTaxAssetsNetAbstract_lbl_cf64c9" xml:lang="en-US">Deferred tax asset attributable to:</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingLossCarryforwards" xlink:label="us-gaap_OperatingLossCarryforwards" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwards" xlink:to="us-gaap_OperatingLossCarryforwards_lbl_2914fa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLossCarryforwards_lbl_2914fa" xml:lang="en-US">Net operating loss carry forward</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwardsValuationAllowance" xlink:to="us-gaap_OperatingLossCarryforwardsValuationAllowance_lbl_67545f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:label="us-gaap_OperatingLossCarryforwardsValuationAllowance_lbl_67545f" xml:lang="en-US">Valuation allowance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingLossCarryforwardsValuationAllowance" xlink:label="us-gaap_OperatingLossCarryforwardsValuationAllowance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwardsValuationAllowance" xlink:to="us-gaap_OperatingLossCarryforwardsValuationAllowance_lbl_4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLossCarryforwardsValuationAllowance_lbl_4" xml:lang="en-US">[Operating Loss Carryforwards, Valuation Allowance]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredTaxAssetsNet" xlink:to="us-gaap_DeferredTaxAssetsNet_lbl_aff6ec" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DeferredTaxAssetsNet_lbl_aff6ec" xml:lang="en-US">Net deferred tax asset</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_FederalMember" xlink:to="sobr_FederalMember_lbl_c227da" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="sobr_FederalMember_lbl_c227da" xml:lang="en-US">Federal [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_OperatingLossCarryforwardExpirationDate" xlink:label="sobr_OperatingLossCarryforwardExpirationDate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_OperatingLossCarryforwardExpirationDate" xlink:to="sobr_OperatingLossCarryforwardExpirationDate_lbl_0dccc6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_OperatingLossCarryforwardExpirationDate_lbl_0dccc6" xml:lang="en-US">Carryforward expiration year</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredTaxAssetsLiabilitiesNet" xlink:to="us-gaap_DeferredTaxAssetsLiabilitiesNet_lbl_32c4ec" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DeferredTaxAssetsLiabilitiesNet_lbl_32c4ec" xml:lang="en-US">Deferred tax asset</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DeferredTaxAssetsLiabilitiesNet" xlink:label="us-gaap_DeferredTaxAssetsLiabilitiesNet" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DeferredTaxAssetsLiabilitiesNet" xlink:to="us-gaap_DeferredTaxAssetsLiabilitiesNet_lbl_3" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DeferredTaxAssetsLiabilitiesNet_lbl_3" xml:lang="en-US">[Deferred Tax Assets, Net]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance" xlink:to="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance_lbl_0372f4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInDeferredTaxAssetsValuationAllowance_lbl_0372f4" xml:lang="en-US">Rate of net operating losses offset by valuation allowance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_ValuationAllowanceDeferredTaxAssetChangeInAmount" xlink:label="us-gaap_ValuationAllowanceDeferredTaxAssetChangeInAmount" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ValuationAllowanceDeferredTaxAssetChangeInAmount" xlink:to="us-gaap_ValuationAllowanceDeferredTaxAssetChangeInAmount_lbl_e4b1f9" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ValuationAllowanceDeferredTaxAssetChangeInAmount_lbl_e4b1f9" xml:lang="en-US">Change in the valuation allowance</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationChangeInEnactedTaxRate" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInEnactedTaxRate" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInEnactedTaxRate" xlink:to="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInEnactedTaxRate_lbl_d95a24" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationChangeInEnactedTaxRate_lbl_d95a24" xml:lang="en-US">Federal tax rate</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwards" xlink:to="us-gaap_OperatingLossCarryforwards_lbl_0ebdfe" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_OperatingLossCarryforwards_lbl_0ebdfe" xml:lang="en-US">Net operating loss carry forward</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes" xlink:to="us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes_lbl_6740b2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_EffectiveIncomeTaxRateReconciliationStateAndLocalIncomeTaxes_lbl_6740b2" xml:lang="en-US">State tax rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_GeographicDistributionAxis" xlink:label="us-gaap_GeographicDistributionAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeographicDistributionAxis" xlink:to="us-gaap_GeographicDistributionAxis_lbl_173e94" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeographicDistributionAxis_lbl_173e94" xml:lang="en-US">Geographic Distribution [Axis]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_CaliforniaMember" xlink:label="sobr_CaliforniaMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_CaliforniaMember" xlink:to="sobr_CaliforniaMember_lbl_cf7caa" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_CaliforniaMember_lbl_cf7caa" xml:lang="en-US">California [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ShortTermLeaseAgreementMember" xlink:label="sobr_ShortTermLeaseAgreementMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ShortTermLeaseAgreementMember" xlink:to="sobr_ShortTermLeaseAgreementMember_lbl_09b066" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ShortTermLeaseAgreementMember_lbl_09b066" xml:lang="en-US">Short Term Lease Agreement [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_HighlandSchoolMember" xlink:label="sobr_HighlandSchoolMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_HighlandSchoolMember" xlink:to="sobr_HighlandSchoolMember_lbl_67f077" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_HighlandSchoolMember_lbl_67f077" xml:lang="en-US">Highland School [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_ShortTermOperatingLeaseMember" xlink:label="sobr_ShortTermOperatingLeaseMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_ShortTermOperatingLeaseMember" xlink:to="sobr_ShortTermOperatingLeaseMember_lbl_2f8d8a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_ShortTermOperatingLeaseMember_lbl_2f8d8a" xml:lang="en-US">Short Term Operating Lease [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentIncreaseAccruedInterest" xlink:to="us-gaap_DebtInstrumentIncreaseAccruedInterest_lbl_50b9c4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentIncreaseAccruedInterest_lbl_50b9c4" xml:lang="en-US">Accrued interest</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentIncreaseAccruedInterest" xlink:label="us-gaap_DebtInstrumentIncreaseAccruedInterest" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentIncreaseAccruedInterest" xlink:to="us-gaap_DebtInstrumentIncreaseAccruedInterest_lbl_2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentIncreaseAccruedInterest_lbl_2" xml:lang="en-US">[Debt Instrument, Increase, Accrued Interest]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_AccruedInterestForUnpaidWages" xlink:label="sobr_AccruedInterestForUnpaidWages" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_AccruedInterestForUnpaidWages" xlink:to="sobr_AccruedInterestForUnpaidWages_lbl_3204dd" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_AccruedInterestForUnpaidWages_lbl_3204dd" xml:lang="en-US">Accrued interest for unpaid wages</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseAndRentalExpense" xlink:to="us-gaap_LeaseAndRentalExpense_lbl_a04241" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LeaseAndRentalExpense_lbl_a04241" xml:lang="en-US">Rent expense</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SettlementLiabilitiesCurrent" xlink:label="us-gaap_SettlementLiabilitiesCurrent" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SettlementLiabilitiesCurrent" xlink:to="us-gaap_SettlementLiabilitiesCurrent_lbl_cb5c49" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SettlementLiabilitiesCurrent_lbl_cb5c49" xml:lang="en-US">Contract settlement amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DueToRelatedPartiesCurrent" xlink:to="us-gaap_DueToRelatedPartiesCurrent_lbl_6b4bc6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DueToRelatedPartiesCurrent_lbl_6b4bc6" xml:lang="en-US">Due to related party</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LegalFees" xlink:label="us-gaap_LegalFees" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LegalFees" xlink:to="us-gaap_LegalFees_lbl_5d982f" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LegalFees_lbl_5d982f" xml:lang="en-US">Legal fees</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_LeaseExpirationDate1" xlink:label="us-gaap_LeaseExpirationDate1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseExpirationDate1" xlink:to="us-gaap_LeaseExpirationDate1_lbl_52bfe1" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeaseExpirationDate1_lbl_52bfe1" xml:lang="en-US">Lease expiration term</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingLeasePayments" xlink:label="us-gaap_OperatingLeasePayments" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasePayments" xlink:to="us-gaap_OperatingLeasePayments_lbl_5b6056" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasePayments_lbl_5b6056" xml:lang="en-US">Operating lease, monthly payment</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_StockIssuedDuringPeriodSharesOther" xlink:to="us-gaap_StockIssuedDuringPeriodSharesOther_lbl_e5402b" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodSharesOther_lbl_e5402b" xml:lang="en-US">Issuance of common stock</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_RentPaymentsMonthly" xlink:label="sobr_RentPaymentsMonthly" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_RentPaymentsMonthly" xlink:to="sobr_RentPaymentsMonthly_lbl_59caa0" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_RentPaymentsMonthly_lbl_59caa0" xml:lang="en-US">Rent payments, monthly</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1" xlink:to="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1_lbl_a6b3b7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1_lbl_a6b3b7" xml:lang="en-US">Prepaid expenses with common shares</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_OperatingLeasesRentExpenseSubleaseRentals1" xlink:label="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1" xlink:to="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1_lbl_12" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLeasesRentExpenseSubleaseRentals1_lbl_12" xml:lang="en-US">[Operating Leases, Rent Expense, Sublease Rentals]</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SubsequentEventTypeAxis" xlink:label="us-gaap_SubsequentEventTypeAxis" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SubsequentEventTypeAxis" xlink:to="us-gaap_SubsequentEventTypeAxis_lbl_df02a2" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SubsequentEventTypeAxis_lbl_df02a2" xml:lang="en-US">Subsequent Event Type Axis</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_SubsequentEventMember" xlink:label="us-gaap_SubsequentEventMember" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SubsequentEventMember" xlink:to="us-gaap_SubsequentEventMember_lbl_40ca80" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SubsequentEventMember_lbl_40ca80" xml:lang="en-US">Subsequent Event [Member]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SeriesAPreferredStockMember" xlink:to="us-gaap_SeriesAPreferredStockMember_lbl_cd97a4" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_SeriesAPreferredStockMember_lbl_cd97a4" xml:lang="en-US">8% Series A-1 Convertible Preferred shares [Member]</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_WarrantsPurchaseUponCommonStock" xlink:label="sobr_WarrantsPurchaseUponCommonStock" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_WarrantsPurchaseUponCommonStock" xlink:to="sobr_WarrantsPurchaseUponCommonStock_lbl_61d264" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_WarrantsPurchaseUponCommonStock_lbl_61d264" xml:lang="en-US">Warrants purchase upon common stock</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentPeriodicPaymentPrincipal" xlink:to="us-gaap_DebtInstrumentPeriodicPaymentPrincipal_lbl_beed53" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentPeriodicPaymentPrincipal_lbl_beed53" xml:lang="en-US">Debt instrument, principal amount</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentInterestRateDuringPeriod" xlink:to="us-gaap_DebtInstrumentInterestRateDuringPeriod_lbl_de3775" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtInstrumentInterestRateDuringPeriod_lbl_de3775" xml:lang="en-US">Interest rate</link:label>
    <link:loc xlink:type="locator" xlink:href="https://xbrl.fasb.org/us-gaap/2021/elts/us-gaap-2021-01-31.xsd#us-gaap_DebtInstrumentInterestRateDuringPeriod" xlink:label="us-gaap_DebtInstrumentInterestRateDuringPeriod" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentInterestRateDuringPeriod" xlink:to="us-gaap_DebtInstrumentInterestRateDuringPeriod_lbl_6" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentInterestRateDuringPeriod_lbl_6" xml:lang="en-US">[Debt Instrument, Interest Rate During Period]</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtConversionDescription" xlink:to="us-gaap_DebtConversionDescription_lbl_fc6d6a" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_DebtConversionDescription_lbl_fc6d6a" xml:lang="en-US">Debt conversion descriptions</link:label>
    <link:loc xlink:type="locator" xlink:href="sobr-20220114.xsd#sobr_GrossProceeds" xlink:label="sobr_GrossProceeds" />
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="sobr_GrossProceeds" xlink:to="sobr_GrossProceeds_lbl_a4faa7" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="sobr_GrossProceeds_lbl_a4faa7" xml:lang="en-US">Gross proceeds</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesIssued" xlink:to="us-gaap_CommonStockSharesIssued_lbl_3d0fd5" xlink:type="arc" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CommonStockSharesIssued_lbl_3d0fd5" xml:lang="en-US">Common stock shares issued</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase" xlink:to="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_IssuanceOfCommonStockStockWarrantsAndConvertibleNoteForAssetPurchase_d">Number of securities into which the class of warrant or right may be converted. For example, but not limited to, 500,000 warrants may be converted into 1,000,000 shares.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_AssetsPurchaseUponSharesIssuedShares" xlink:to="sobr_AssetsPurchaseUponSharesIssuedShares_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_AssetsPurchaseUponSharesIssuedShares_d">Including the current and noncurrent portions, carrying value as of the balance sheet date of a written promise to pay a note, initially due after one year or beyond the operating cycle if longer, which can be exchanged for a specified amount of one or mo</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_PaidInCapitalBeneficialConversionFeature" xlink:to="sobr_PaidInCapitalBeneficialConversionFeature_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_PaidInCapitalBeneficialConversionFeature_d">Amount of increase (decrease) in additional paid in capital (APIC) resulting from recognition of deferred taxes for convertible debt with a beneficial conversion feature.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_PreferredStockSharesSold" xlink:to="sobr_PreferredStockSharesSold_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_PreferredStockSharesSold_d">Aggregate share number for all nonredeemable preferred stock (or preferred stock redeemable solely at the option of the issuer) held by stockholders. Does not include preferred shares that have been repurchased.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_ConvertibleDebenturePayableDisclosureTextBlock" xlink:to="sobr_ConvertibleDebenturePayableDisclosureTextBlock_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_ConvertibleDebenturePayableDisclosureTextBlock_d">The entire disclosure for information about short-term and long-term debt arrangements, which includes amounts of borrowings under each line of credit, note payable, commercial paper issue, bonds indenture, debenture issue, own-share lending arrangements</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock" xlink:to="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_DividendsPayableSeriesA1ConvertiblePreferredStock_d">The amount of preferred stock dividends that is an adjustment to net income apportioned to common stockholders.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock" xlink:to="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_RevisionToPreviouslyFiledFinancialStatementsTextBlock_d">The entire disclosure for reporting accounting changes and error corrections. It includes the conveyance of information necessary for a user of the Company's financial information to understand all aspects and required disclosure information concerning al</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_GainOnRelatedPartyDebtConvertedToCapital" xlink:to="sobr_GainOnRelatedPartyDebtConvertedToCapital_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_GainOnRelatedPartyDebtConvertedToCapital_d">Difference between the fair value of payments made and the carrying amount of debt which is extinguished prior to maturity.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_NotesPayableRelatedPartiesLessCurrentPortion" xlink:to="sobr_NotesPayableRelatedPartiesLessCurrentPortion_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_NotesPayableRelatedPartiesLessCurrentPortion_d">The amount for notes payable (written promise to pay), payable to related parties, which are due after one year (or one business cycle).</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_NotePayableDueDate" xlink:to="sobr_NotePayableDueDate_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_NotePayableDueDate_d">Date the original debt was scheduled to mature, in CCYY-MM-DD format.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_GainOnLoanExtinguishment" xlink:to="sobr_GainOnLoanExtinguishment_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_GainOnLoanExtinguishment_d">Difference between the fair value of payments made and the carrying amount of debt which is extinguished prior to maturity.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_NetCashUsedInOperatingActivities" xlink:to="sobr_NetCashUsedInOperatingActivities_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_NetCashUsedInOperatingActivities_d">Amount of cash inflow (outflow) from operating activities, including discontinued operations. Operating activity cash flows include transactions, adjustments, and changes in value not defined as investing or financing activities.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_CurrentPortion" xlink:to="sobr_CurrentPortion_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_CurrentPortion_d">Carrying value as of the balance sheet date of the portion of long-term debt due within one year or the operating cycle if longer identified as Convertible Notes Payable. Convertible Notes Payable is a written promise to pay a note which can be exchanged</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_NumberOfWarrantsOutstanding" xlink:to="sobr_NumberOfWarrantsOutstanding_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_NumberOfWarrantsOutstanding_d">Number of warrants or rights outstanding.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_WarrantsExercisedShares" xlink:to="sobr_WarrantsExercisedShares_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_WarrantsExercisedShares_d">Number of share options (or share units) exercised during the current period.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_OptionsExpired" xlink:to="sobr_OptionsExpired_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_OptionsExpired_d">For presentations that combine terminations, the number of shares under options that were cancelled during the reporting period as a result of occurrence of a terminating event specified in contractual agreements pertaining to the stock option plan or tha</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_GrossProceeds" xlink:to="sobr_GrossProceeds_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_GrossProceeds_d">The cash inflow from the issuance of a long-term debt instrument which can be exchanged for a specified amount of another security, typically the entity's common stock, at the option of the issuer or the holder.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_ConversionFeatureDebtDiscount" xlink:to="sobr_ConversionFeatureDebtDiscount_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_ConversionFeatureDebtDiscount_d">The amount of the original debt being converted in a noncash (or part noncash) transaction. "Part noncash" refers to that portion of the transaction not resulting in cash receipts or cash payments in the period.</link:label>
    <link:labelArc xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:type="arc" xlink:from="sobr_NotesPayableRelatedPartieslessCurrentPortions" xlink:to="sobr_NotesPayableRelatedPartieslessCurrentPortions_d" />
    <link:label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xml:lang="en-US" xlink:label="sobr_NotesPayableRelatedPartieslessCurrentPortions_d">The amount for notes payable (written promise to pay), payable to related parties, which are due after one year (or one business cycle).</link:label>
  </link:labelLink>
</link:linkbase>
