diff --git a/drivers/thunderbolt/nvm.c b/drivers/thunderbolt/nvm.c
index b3f310389378..d5f283889da8 100644
--- a/drivers/thunderbolt/nvm.c
+++ b/drivers/thunderbolt/nvm.c
@@ -9,10 +9,173 @@
 #include <linux/idr.h>
 #include <linux/slab.h>
 #include <linux/vmalloc.h>
+#include <linux/pm_runtime.h>

 #include "tb.h"

 static DEFINE_IDA(nvm_ida);
+static int tb_switch_nvm_read(void *priv, unsigned int offset, void *val,
+			      size_t bytes)
+{
+	struct tb_nvm *nvm = priv;
+	struct tb_switch *sw = tb_to_switch(nvm->dev);
+	int ret;
+
+	pm_runtime_get_sync(&sw->dev);
+
+	if (!mutex_trylock(&sw->tb->lock)) {
+		ret = restart_syscall();
+		goto out;
+	}
+
+	ret = usb4_switch_nvm_read(sw, offset, val, bytes);
+	mutex_unlock(&sw->tb->lock);
+
+out:
+	pm_runtime_mark_last_busy(&sw->dev);
+	pm_runtime_put_autosuspend(&sw->dev);
+
+	return ret;
+}
+
+static int tb_switch_nvm_write(void *priv, unsigned int offset, void *val,
+			       size_t bytes)
+{
+	struct tb_nvm *nvm = priv;
+	struct tb_switch *sw = tb_to_switch(nvm->dev);
+	int ret;
+
+	if (!mutex_trylock(&sw->tb->lock))
+		return restart_syscall();
+
+	/*
+	 * Since writing the NVM image might require some special steps,
+	 * for example when CSS headers are written, we cache the image
+	 * locally here and handle the special cases when the user asks
+	 * us to authenticate the image.
+	 */
+	ret = tb_nvm_write_buf(nvm, offset, val, bytes);
+	mutex_unlock(&sw->tb->lock);
+
+	return ret;
+}
+
+static int tb_nvm_vendor_apply(struct tb_switch *sw, unsigned int handle)
+{
+	int ret = 0;
+
+	switch (handle) {
+	case 0:
+		if (sw->no_nvm_upgrade)
+			sw->no_nvm_upgrade = false;
+
+		break;
+
+	case 1:
+		struct tb_nvm *nvm;
+		u32 val;
+		u32 nvm_size;
+
+		nvm = tb_nvm_alloc(&sw->dev);
+		if (IS_ERR(nvm)) {
+			ret = PTR_ERR(nvm);
+			break;
+		}
+
+		ret = usb4_switch_nvm_read(sw, NVM_Date, &val, sizeof(val));
+		if (ret)
+			break;
+
+		nvm->vendor.date = (((u8)val) << 0x10 | ((u8)(val >> 0x8)) << 0x8 | (u8)(val >> 0x10));
+		ret = usb4_switch_nvm_read(sw, NVM_CUSTOMER_ID, &val, sizeof(val));
+		if (ret)
+			break;
+
+		nvm->vendor.customerID = (((u8)val) << 0x8 | ((u8)(val >> 0x8)));
+		nvm->vendor.version = (u8)(val >> 0x10);
+		nvm_size = SZ_512K;
+		ret = tb_nvm_add_active(nvm, nvm_size, tb_switch_nvm_read);
+		if (ret)
+			break;
+
+		ret = tb_nvm_add_non_active(nvm, NVM_MAX_SIZE, tb_switch_nvm_write);
+		if (ret)
+			break;
+
+		sw->nvm = nvm;
+		break;
+
+	case 2:
+		unsigned int image_size;
+		const u8 *buf = sw->nvm->buf;
+
+		if (!buf) {
+			ret = -EINVAL;
+			break;
+		}
+		image_size = sw->nvm->buf_data_size;
+		if (image_size < NVM_MIN_SIZE || image_size > NVM_MAX_SIZE) {
+			ret = -EINVAL;
+			break;
+		}
+		ret = usb4_switch_nvm_write(sw, 0, buf, image_size);
+		if (!ret)
+			sw->nvm->flushed = true;
+
+		break;
+
+	default:
+		break;
+	}
+
+	if ((handle == 1) && (ret != 0))
+		tb_nvm_free(sw->nvm);
+
+	return ret;
+}
+
+struct tb_nvm_id {
+	u16 hw_vendor_id;
+	u16 hw_device_id;
+	u16 vendor;
+	u16 device;
+	int (*hook)(struct tb_switch *sw, unsigned int handle);
+};
+
+static const struct tb_nvm_id tb_nvm_vendors[] = {
+	/* ASMedia software CM firmware upgrade */
+	{ 0x174c, 0x2428, 0x174c, 0x0009, tb_nvm_vendor_apply },
+};
+
+/**
+ * tb_nvm_quirks() - support vendor's NVM format
+ * @sw: Thunderbolt switch
+ */
+int tb_nvm_quirks(struct tb_switch *sw, unsigned int handle)
+{
+	int res, i;
+	bool NoVendor = true;
+
+	for (i = 0; i < ARRAY_SIZE(tb_nvm_vendors); i++) {
+		const struct tb_nvm_id *q = &tb_nvm_vendors[i];
+
+		if (q->hw_vendor_id && q->hw_vendor_id != sw->config.vendor_id)
+			continue;
+		if (q->hw_device_id && q->hw_device_id != sw->config.device_id)
+			continue;
+		if (q->vendor && q->vendor != sw->vendor)
+			continue;
+		if (q->device && q->device != sw->device)
+			continue;
+
+		 res = q->hook(sw, handle);
+		 NoVendor = false;
+	}
+	if (NoVendor)
+		return -ENODEV;
+	else
+		return res;
+}

 /**
  * tb_nvm_alloc() - Allocate new NVM structure
diff --git a/drivers/thunderbolt/switch.c b/drivers/thunderbolt/switch.c
index 561e1d77240e..a654b6951bef 100644
--- a/drivers/thunderbolt/switch.c
+++ b/drivers/thunderbolt/switch.c
@@ -114,6 +114,10 @@ static int nvm_validate_and_write(struct tb_switch *sw)
 	if (image_size < NVM_MIN_SIZE || image_size > NVM_MAX_SIZE)
 		return -EINVAL;

+	ret = tb_nvm_quirks(sw, 2);
+	if (ret != -ENODEV)
+		return ret;
+
 	/*
 	 * FARB pointer must point inside the image and must at least
 	 * contain parts of the digital section we will be reading here.
@@ -390,6 +394,11 @@ static int tb_switch_nvm_add(struct tb_switch *sw)
 	if (!nvm_readable(sw))
 		return 0;

+	/* Vendor's NVM formats definition */
+	ret = tb_nvm_quirks(sw, 1);
+	if (ret != -ENODEV)
+		return ret;
+
 	/*
 	 * The NVM format of non-Intel hardware is not known so
 	 * currently restrict NVM upgrade for Intel hardware. We may
@@ -1953,6 +1962,8 @@ static ssize_t nvm_version_show(struct device *dev,
 		ret = -ENODATA;
 	else if (!sw->nvm)
 		ret = -EAGAIN;
+	else if (sw->config.vendor_id == 0x174C)
+		ret = sprintf(buf, "%06x_%04x_%02x\n", sw->nvm->vendor.date, sw->nvm->vendor.customerID, sw->nvm->vendor.version);
 	else
 		ret = sprintf(buf, "%x.%x\n", sw->nvm->major, sw->nvm->minor);

@@ -2860,6 +2871,7 @@ int tb_switch_add(struct tb_switch *sw)
 		tb_sw_dbg(sw, "uid: %#llx\n", sw->uid);

 		tb_check_quirks(sw);
+		tb_nvm_quirks(sw, 0);

 		ret = tb_switch_set_uuid(sw);
 		if (ret) {
diff --git a/drivers/thunderbolt/tb.h b/drivers/thunderbolt/tb.h
index a831faa50f65..9dd1ba7b07b6 100644
--- a/drivers/thunderbolt/tb.h
+++ b/drivers/thunderbolt/tb.h
@@ -27,6 +27,16 @@
 #define NVM_VERSION		0x08
 #define NVM_FLASH_SIZE		0x45

+/* ASMedia specific NVM offsets */
+#define NVM_Date	0x1C
+#define NVM_CUSTOMER_ID	0x28
+
+struct tb_nvm_vendor {
+	int	date;
+	u16	customerID;
+	u8	version;
+};
+
 /**
  * struct tb_nvm - Structure holding NVM information
  * @dev: Owner of the NVM
@@ -56,6 +66,7 @@ struct tb_nvm {
 	size_t buf_data_size;
 	bool authenticating;
 	bool flushed;
+	struct tb_nvm_vendor vendor;
 };

 enum tb_nvm_write_ops {
@@ -735,6 +746,7 @@ static inline void tb_domain_put(struct tb *tb)
 	put_device(&tb->dev);
 }

+int tb_nvm_quirks(struct tb_switch *sw, unsigned int handle);
 struct tb_nvm *tb_nvm_alloc(struct device *dev);
 int tb_nvm_add_active(struct tb_nvm *nvm, size_t size, nvmem_reg_read_t reg_read);
 int tb_nvm_write_buf(struct tb_nvm *nvm, unsigned int offset, void *val,
