diff --git a/.gitlab/cdrouter/prpl-haze.yml b/.gitlab/cdrouter/prpl-haze.yml
index e76a503fd2..c159bc91c2 100644
--- a/.gitlab/cdrouter/prpl-haze.yml
+++ b/.gitlab/cdrouter/prpl-haze.yml
@@ -110,8 +110,8 @@ CDRouter-TR-069 Haze eMMC:
   <<: *prpl_haze
   variables:
     LABGRID_TARGET: prpl-haze-emmc
-    TFTP_IMAGE_FILENAME: prplos-ipq807x-generic-prpl_haze-squashfs-sysupgrade.bin
-    TFTP_IMAGE_FILENAME_PATTERN: /.*prplos-ipq807x-generic-prpl_haze-squashfs-sysupgrade.bin/
+    TFTP_IMAGE_FILENAME: prplos-qualcommax-ipq807x-prpl_haze-squashfs-sysupgrade.bin
+    TFTP_IMAGE_FILENAME_PATTERN: /.*prplos-qualcommax-ipq807x-prpl_haze-squashfs-sysupgrade.bin/
     DUT_INIT_SCRIPTS: |
       .gitlab/scripts/dut-init/cdrouter-dut-flush-dns-relay-cache.sh
       .gitlab/scripts/dut-init/cdrouter-tr181-mockups.sh
diff --git a/.gitlab/docker/ib/gitlab.yml b/.gitlab/docker/ib/gitlab.yml
index f912580fd1..42b8fddd5e 100644
--- a/.gitlab/docker/ib/gitlab.yml
+++ b/.gitlab/docker/ib/gitlab.yml
@@ -44,7 +44,7 @@ deploy Docker image ib-x86-64:
   needs: ["test Docker image ib-x86-64"]
 
 
-build Docker image ib-ipq807x-generic:
+build Docker image ib-qualcommax-ipq807x:
   stage: docker SDK and IB
   needs: ["build test ipq807x prpl security"]
   variables:
@@ -52,16 +52,16 @@ build Docker image ib-ipq807x-generic:
     DOCKER_BUILD_EXTRA_ARGS: --build-arg DESIGNATED_BRANCH_SLUG=$CI_DESIGNATED_BRANCH_SLUG
   extends: .build Docker image
   before_script:
-    - tar xf bin/targets/ipq807x/generic/prplos-imagebuilder-ipq807x-generic.Linux-x86_64.tar.xz --strip=1 -C .gitlab/docker/ib
+    - tar xf bin/targets/qualcommax/ipq807x/prplos-imagebuilder-qualcommax-ipq807x.Linux-x86_64.tar.xz --strip=1 -C .gitlab/docker/ib
 
-test Docker image ib-ipq807x-generic:
+test Docker image ib-qualcommax-ipq807x:
   extends: .test Docker IB image
-  needs: ["build Docker image ib-ipq807x-generic"]
+  needs: ["build Docker image ib-qualcommax-ipq807x"]
   variables:
     CI_IB_PROFILE: prpl_haze
     CI_IB_PACKAGES: -firewall4 -kmod-phy-aquantia -logd -nftables -wpad-basic-mbedtls
 
-deploy Docker image ib-ipq807x-generic:
+deploy Docker image ib-qualcommax-ipq807x:
   stage: docker SDK and IB deploy
   extends: .deploy Docker image
-  needs: ["test Docker image ib-ipq807x-generic"]
+  needs: ["test Docker image ib-qualcommax-ipq807x"]
diff --git a/.gitlab/docker/ib/lcm/gitlab.yml b/.gitlab/docker/ib/lcm/gitlab.yml
index e3f9017bef..460bbbc186 100644
--- a/.gitlab/docker/ib/lcm/gitlab.yml
+++ b/.gitlab/docker/ib/lcm/gitlab.yml
@@ -20,13 +20,13 @@ deploy lcm-test-mvebu-cortexa9:
   needs: ["build lcm-test-mvebu-cortexa9"]
 
 
-build lcm-test-ipq807x-generic:
+build lcm-test-qualcommax-ipq807x:
   extends: .build LCM container
-  needs: ["test Docker image ib-ipq807x-generic"]
+  needs: ["test Docker image ib-qualcommax-ipq807x"]
   variables:
-    CI_IB_CONTAINER: ib-ipq807x-generic
+    CI_IB_CONTAINER: ib-qualcommax-ipq807x
     CI_IB_PROFILE: prpl_haze
-    CI_IB_ROOTFS_PATH: bin/targets/ipq807x/generic
+    CI_IB_ROOTFS_PATH: bin/targets/qualcommax/ipq807x
     CI_IB_PACKAGES: >
       -ath11k-firmware-ipq8074 -ath11k-firmware-qcn9074 -ca-bundle
       -dnsmasq -e2fsprogs -f2fsck -firewall4 -fstools -ipq-wifi-prpl_haze
@@ -36,9 +36,9 @@ build lcm-test-ipq807x-generic:
       -logd -losetup -mkf2fs -mtd -nftables -odhcp6c -odhcpd-ipv6only -opkg
       -uboot-envtools -uclient-fetch -urandom-seed -urngd -wpad-basic-mbedtls
 
-deploy lcm-test-ipq807x-generic:
+deploy lcm-test-qualcommax-ipq807x:
   extends: .deploy LCM container
-  needs: ["build lcm-test-ipq807x-generic"]
+  needs: ["build lcm-test-qualcommax-ipq807x"]
 
 
 build lcm-test-x86-64:
diff --git a/.gitlab/docker/sdk/gitlab.yml b/.gitlab/docker/sdk/gitlab.yml
index 60f4b0dc7d..7bbada2acb 100644
--- a/.gitlab/docker/sdk/gitlab.yml
+++ b/.gitlab/docker/sdk/gitlab.yml
@@ -38,7 +38,7 @@ deploy Docker image sdk-x86-64:
   needs: ["test Docker image sdk-x86-64"]
 
 
-build Docker image sdk-ipq807x-generic:
+build Docker image sdk-qualcommax-ipq807x:
   stage: docker SDK and IB
   needs: ["build test ipq807x prpl security"]
   variables:
@@ -46,16 +46,16 @@ build Docker image sdk-ipq807x-generic:
     DOCKER_BUILD_EXTRA_ARGS: --build-arg DESIGNATED_BRANCH_SLUG=$CI_DESIGNATED_BRANCH_SLUG
   extends: .build Docker image
   before_script:
-    - tar xf bin/targets/ipq807x/generic/prplos-sdk-ipq807x-generic_gcc*.Linux-x86_64.tar.xz --strip=1 -C .gitlab/docker/sdk
+    - tar xf bin/targets/qualcommax/ipq807x/prplos-sdk-qualcommax-ipq807x_gcc*.Linux-x86_64.tar.xz --strip=1 -C .gitlab/docker/sdk
 
-test Docker image sdk-ipq807x-generic:
+test Docker image sdk-qualcommax-ipq807x:
   extends: .test Docker SDK image
-  needs: ["build Docker image sdk-ipq807x-generic"]
+  needs: ["build Docker image sdk-qualcommax-ipq807x"]
 
-deploy Docker image sdk-ipq807x-generic:
+deploy Docker image sdk-qualcommax-ipq807x:
   stage: docker SDK and IB deploy
   extends: .deploy Docker image
-  needs: ["test Docker image sdk-ipq807x-generic"]
+  needs: ["test Docker image sdk-qualcommax-ipq807x"]
 
 
 build Docker image sdk-qca_ipq95xx-generic:
diff --git a/.gitlab/release.yml b/.gitlab/release.yml
index 5cad9c2a1c..edb393de8f 100644
--- a/.gitlab/release.yml
+++ b/.gitlab/release.yml
@@ -42,13 +42,13 @@ upload:
     # ipq807x
     - |
       curl --header "JOB-TOKEN: ${CI_JOB_TOKEN}" \
-        --upload-file bin/targets/ipq807x/generic/prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb \
-        ${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb
+        --upload-file bin/targets/qualcommax/ipq807x/prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb \
+        ${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb
 
     - |
       curl --header "JOB-TOKEN: ${CI_JOB_TOKEN}" \
-        --upload-file bin/targets/ipq807x/generic/prplos-ipq807x-generic-prpl_haze-squashfs-sysupgrade.bin \
-        ${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-ipq807x-generic-prpl_haze-squashfs-sysupgrade.bin
+        --upload-file bin/targets/qualcommax/ipq807x/prplos-qualcommax-ipq807x-prpl_haze-squashfs-sysupgrade.bin \
+        ${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-qualcommax-ipq807x-prpl_haze-squashfs-sysupgrade.bin
 
     # qca_ipq95xx
     - |
@@ -80,8 +80,8 @@ release:
         --assets-link "{\"name\":\"MaxLinear/Gemtek OSPv1 fullimage (Ethernet)\",\"url\":\"https://storage.cloud.google.com/prplos-osp-releases/${CI_COMMIT_TAG}/targets/intel_x86/lgm/prplos-intel_x86-lgm-PRPL_OSP_TB341-osp_tb341_fullimage.img\"}" \
         --assets-link "{\"name\":\"MaxLinear/Gemtek OSPv2 fullimage (PON)\",\"url\":\"https://storage.cloud.google.com/prplos-osp-releases/${CI_COMMIT_TAG}/targets/intel_x86/lgm/prplos-intel_x86-lgm-PRPL_OSP_TB341_v2-osp_tb341_v2_wav700_pon_fullimage.img\"}" \
         --assets-link "{\"name\":\"MaxLinear/Gemtek OSPv2 fullimage (Ethernet)\",\"url\":\"https://storage.cloud.google.com/prplos-osp-releases/${CI_COMMIT_TAG}/targets/intel_x86/lgm/prplos-intel_x86-lgm-PRPL_OSP_TB341_v2-osp_tb341_v2_wav700_eth_fullimage.img\"}" \
-        --assets-link "{\"name\":\"prpl Haze sysupgrade\",\"url\":\"${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-ipq807x-generic-prpl_haze-squashfs-sysupgrade.bin\"}" \
-        --assets-link "{\"name\":\"prpl Haze initramfs\",\"url\":\"${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb\"}" \
+        --assets-link "{\"name\":\"prpl Haze sysupgrade\",\"url\":\"${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-qualcommax-ipq807x-prpl_haze-squashfs-sysupgrade.bin\"}" \
+        --assets-link "{\"name\":\"prpl Haze initramfs\",\"url\":\"${PACKAGE_REGISTRY_URL}/prpl-haze/${prplos_version}/prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb\"}" \
         --assets-link "{\"name\":\"Turris Omnia sysupgrade\",\"url\":\"${PACKAGE_REGISTRY_URL}/turris-omnia/${prplos_version}/prplos-mvebu-cortexa9-cznic_turris-omnia-initramfs-kernel.bin\"}" \
         --assets-link "{\"name\":\"Turris Omnia initramfs\",\"url\":\"${PACKAGE_REGISTRY_URL}/turris-omnia/${prplos_version}/prplos-mvebu-cortexa9-cznic_turris-omnia-sysupgrade.img.gz\"}" \
         --assets-link "{\"name\":\"Qualcomm/WNC Freedom sysupgrade\",\"url\":\"${PACKAGE_REGISTRY_URL}/wnc-freedom/${prplos_version}/prplos-ipq95xx-generic-prpl_freedom-squashfs-sysupgrade.bin\"}" \
diff --git a/.gitlab/sdk.yml b/.gitlab/sdk.yml
index b8780d2022..b26f84e213 100644
--- a/.gitlab/sdk.yml
+++ b/.gitlab/sdk.yml
@@ -180,10 +180,10 @@ stages:
   variables:
     CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/$CI_DESIGNATED_BRANCH_SLUG/sdk-x86-64:latest
 
-.build feed with ipq807x-generic SDK:
+.build feed with qualcommax-ipq807x SDK:
   extends: .build feed with SDK
   variables:
-    CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/$CI_DESIGNATED_BRANCH_SLUG/sdk-ipq807x-generic:latest
+    CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/$CI_DESIGNATED_BRANCH_SLUG/sdk-qualcommax-ipq807x:latest
 
 .build feed with qca_ipq95xx-generic SDK:
   extends: .build feed with SDK
@@ -200,10 +200,10 @@ stages:
    variables:
      CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/prplos-next/sdk-x86-64:latest
 
-.build feed with ipq807x-generic-prplos-next SDK:
+.build feed with qualcommax-ipq807x-prplos-next SDK:
    extends: .build feed with SDK
    variables:
-     CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/prplos-next/sdk-ipq807x-generic:latest
+     CI_SDK_IMAGE: registry.gitlab.com/prpl-foundation/prplos/prplos/prplos-next/sdk-qualcommax-ipq807x:latest
 
 .build feed with qca_ipq95xx-generic-prplos-next SDK:
    extends: .build feed with SDK
diff --git a/.gitlab/testbed/prpl-haze.yml b/.gitlab/testbed/prpl-haze.yml
index a069ec902c..4304e3ed59 100644
--- a/.gitlab/testbed/prpl-haze.yml
+++ b/.gitlab/testbed/prpl-haze.yml
@@ -2,14 +2,14 @@
   extends: .testbed true.cz
   variables:
     DUT_ARCH: aarch64
-    DUT_TARGET: ipq807x
-    DUT_SUBTARGET: generic
+    DUT_TARGET: qualcommax
+    DUT_SUBTARGET: ipq807x
     DUT_BOARD: prpl-haze
     DUT_CPU_TYPE: cortex-a53
     DUT_WAN_INTERFACE: wan
     LABGRID_TARGET: prpl-haze-initramfs
-    TFTP_IMAGE_FILENAME: prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb
-    TFTP_IMAGE_FILENAME_PATTERN: /.*prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb/
+    TFTP_IMAGE_FILENAME: prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb
+    TFTP_IMAGE_FILENAME_PATTERN: /.*prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb/
     DUT_ARCH_PACKAGES_PATH: $PACKAGE_DIR/${DUT_ARCH}_${DUT_CPU_TYPE}
     CDROUTER_CONFIG_LAN_IFACE_ALIAS: LAN3
   tags:
diff --git a/.testbed/labgrid/testbed-02.yaml b/.testbed/labgrid/testbed-02.yaml
index 74eab5c433..7144856d0d 100644
--- a/.testbed/labgrid/testbed-02.yaml
+++ b/.testbed/labgrid/testbed-02.yaml
@@ -25,7 +25,7 @@ targets:
         init_commands:
           - setenv serverip 10.0.0.1
           - setenv ipaddr 10.0.0.2
-        boot_command: tftpboot prplos-ipq807x-generic-prpl_haze-initramfs-uImage.itb && bootm
+        boot_command: tftpboot prplos-qualcommax-ipq807x-prpl_haze-initramfs-uImage.itb && bootm
         boot_command_delay: 3
       UBootStrategy: {}