diff --git a/include/image.mk b/include/image.mk
index 46d592e8dca..fd04d4020bf 100644
--- a/include/image.mk
+++ b/include/image.mk
@@ -588,7 +588,7 @@ define Device/Build/image
 		DEVICE_ALT2_VARIANT="$(DEVICE_ALT2_VARIANT)" \
 		DEVICE_TITLE="$(DEVICE_TITLE)" \
 		TARGET="$(BOARD)" \
-		SUBTARGET="$(SUBTARGET)" \
+		SUBTARGET="$(if $(SUBTARGET),$(SUBTARGET),generic)" \
 		VERSION_NUMBER="$(VERSION_NUMBER)" \
 		VERSION_CODE="$(VERSION_CODE)" \
 		SUPPORTED_DEVICES="$(SUPPORTED_DEVICES)" \