diff --git a/drivers/net/ethernet/pensando/ionic/Makefile b/drivers/net/ethernet/pensando/ionic/Makefile
index 29f304d75261..8d3c2d3cb10d 100644
--- a/drivers/net/ethernet/pensando/ionic/Makefile
+++ b/drivers/net/ethernet/pensando/ionic/Makefile
@@ -5,4 +5,4 @@ obj-$(CONFIG_IONIC) := ionic.o
 
 ionic-y := ionic_main.o ionic_bus_pci.o ionic_devlink.o ionic_dev.o \
 	   ionic_debugfs.o ionic_lif.o ionic_rx_filter.o ionic_ethtool.o \
-	   ionic_txrx.o ionic_stats.o
+	   ionic_txrx.o ionic_stats.o ionic_fw.o
diff --git a/drivers/net/ethernet/pensando/ionic/ionic_devlink.c b/drivers/net/ethernet/pensando/ionic/ionic_devlink.c
index 8d9fb2e19cca..5348f05ebc32 100644
--- a/drivers/net/ethernet/pensando/ionic/ionic_devlink.c
+++ b/drivers/net/ethernet/pensando/ionic/ionic_devlink.c
@@ -9,6 +9,19 @@
 #include "ionic_lif.h"
 #include "ionic_devlink.h"
 
+static int ionic_dl_flash_update(struct devlink *dl,
+				 const char *fwname,
+				 const char *component,
+				 struct netlink_ext_ack *extack)
+{
+	struct ionic *ionic = devlink_priv(dl);
+
+	if (component)
+		return -EOPNOTSUPP;
+
+	return ionic_firmware_update(ionic->lif, fwname, extack);
+}
+
 static int ionic_dl_info_get(struct devlink *dl, struct devlink_info_req *req,
 			     struct netlink_ext_ack *extack)
 {
@@ -48,6 +61,7 @@ static int ionic_dl_info_get(struct devlink *dl, struct devlink_info_req *req,
 
 static const struct devlink_ops ionic_dl_ops = {
 	.info_get	= ionic_dl_info_get,
+	.flash_update	= ionic_dl_flash_update,
 };
 
 struct ionic *ionic_devlink_alloc(struct device *dev)
diff --git a/drivers/net/ethernet/pensando/ionic/ionic_devlink.h b/drivers/net/ethernet/pensando/ionic/ionic_devlink.h
index 0690172fc57a..5c01a9e306d8 100644
--- a/drivers/net/ethernet/pensando/ionic/ionic_devlink.h
+++ b/drivers/net/ethernet/pensando/ionic/ionic_devlink.h
@@ -6,6 +6,9 @@
 
 #include <net/devlink.h>
 
+int ionic_firmware_update(struct ionic_lif *lif, const char *fw_name,
+			  struct netlink_ext_ack *extack);
+
 struct ionic *ionic_devlink_alloc(struct device *dev);
 void ionic_devlink_free(struct ionic *ionic);
 int ionic_devlink_register(struct ionic *ionic);
diff --git a/drivers/net/ethernet/pensando/ionic/ionic_fw.c b/drivers/net/ethernet/pensando/ionic/ionic_fw.c
new file mode 100644
index 000000000000..e8886893227a
--- /dev/null
+++ b/drivers/net/ethernet/pensando/ionic/ionic_fw.c
@@ -0,0 +1,195 @@
+// SPDX-License-Identifier: GPL-2.0
+/* Copyright(c) 2020 Pensando Systems, Inc */
+
+#include <linux/kernel.h>
+#include <linux/types.h>
+#include <linux/errno.h>
+#include <linux/firmware.h>
+
+#include "ionic.h"
+#include "ionic_dev.h"
+#include "ionic_lif.h"
+#include "ionic_devlink.h"
+
+/* The worst case wait for the install activity is about 25 minutes when
+ * installing a new CPLD, which is very seldom.  Normal is about 30-35
+ * seconds.  Since the driver can't tell if a CPLD update will happen we
+ * set the timeout for the ugly case.
+ */
+#define IONIC_FW_INSTALL_TIMEOUT	(25 * 60)
+#define IONIC_FW_ACTIVATE_TIMEOUT	30
+
+/* Number of periodic log updates during fw file download */
+#define IONIC_FW_INTERVAL_FRACTION	32
+
+static void ionic_dev_cmd_firmware_download(struct ionic_dev *idev, u64 addr,
+					    u32 offset, u32 length)
+{
+	union ionic_dev_cmd cmd = {
+		.fw_download.opcode = IONIC_CMD_FW_DOWNLOAD,
+		.fw_download.offset = offset,
+		.fw_download.addr = addr,
+		.fw_download.length = length
+	};
+
+	ionic_dev_cmd_go(idev, &cmd);
+}
+
+static void ionic_dev_cmd_firmware_install(struct ionic_dev *idev)
+{
+	union ionic_dev_cmd cmd = {
+		.fw_control.opcode = IONIC_CMD_FW_CONTROL,
+		.fw_control.oper = IONIC_FW_INSTALL_ASYNC
+	};
+
+	ionic_dev_cmd_go(idev, &cmd);
+}
+
+static void ionic_dev_cmd_firmware_install_status(struct ionic_dev *idev)
+{
+	union ionic_dev_cmd cmd = {
+		.fw_control.opcode = IONIC_CMD_FW_CONTROL,
+		.fw_control.oper = IONIC_FW_INSTALL_STATUS
+	};
+
+	ionic_dev_cmd_go(idev, &cmd);
+}
+
+static void ionic_dev_cmd_firmware_activate(struct ionic_dev *idev, u8 slot)
+{
+	union ionic_dev_cmd cmd = {
+		.fw_control.opcode = IONIC_CMD_FW_CONTROL,
+		.fw_control.oper = IONIC_FW_ACTIVATE_ASYNC,
+		.fw_control.slot = slot
+	};
+
+	ionic_dev_cmd_go(idev, &cmd);
+}
+
+static void ionic_dev_cmd_firmware_activate_status(struct ionic_dev *idev)
+{
+	union ionic_dev_cmd cmd = {
+		.fw_control.opcode = IONIC_CMD_FW_CONTROL,
+		.fw_control.oper = IONIC_FW_ACTIVATE_STATUS,
+	};
+
+	ionic_dev_cmd_go(idev, &cmd);
+}
+
+int ionic_firmware_update(struct ionic_lif *lif, const char *fw_name,
+			  struct netlink_ext_ack *extack)
+{
+	struct ionic_dev *idev = &lif->ionic->idev;
+	struct net_device *netdev = lif->netdev;
+	struct ionic *ionic = lif->ionic;
+	union ionic_dev_cmd_comp comp;
+	u32 buf_sz, copy_sz, offset;
+	const struct firmware *fw;
+	struct devlink *dl;
+	int next_interval;
+	int err = 0;
+	u8 fw_slot;
+
+	netdev_info(netdev, "Installing firmware %s\n", fw_name);
+
+	dl = priv_to_devlink(ionic);
+	devlink_flash_update_begin_notify(dl);
+	devlink_flash_update_status_notify(dl, "Preparing to flash", NULL, 0, 0);
+
+	err = request_firmware(&fw, fw_name, ionic->dev);
+	if (err) {
+		NL_SET_ERR_MSG_MOD(extack, "Unable to find firmware file");
+		goto err_out;
+	}
+
+	buf_sz = sizeof(idev->dev_cmd_regs->data);
+
+	netdev_dbg(netdev,
+		   "downloading firmware - size %d part_sz %d nparts %lu\n",
+		   (int)fw->size, buf_sz, DIV_ROUND_UP(fw->size, buf_sz));
+
+	devlink_flash_update_status_notify(dl, "Downloading", NULL, 0, fw->size);
+	offset = 0;
+	next_interval = fw->size / IONIC_FW_INTERVAL_FRACTION;
+	while (offset < fw->size) {
+		copy_sz = min_t(unsigned int, buf_sz, fw->size - offset);
+		mutex_lock(&ionic->dev_cmd_lock);
+		memcpy_toio(&idev->dev_cmd_regs->data, fw->data + offset, copy_sz);
+		ionic_dev_cmd_firmware_download(idev,
+						offsetof(union ionic_dev_cmd_regs, data),
+						offset, copy_sz);
+		err = ionic_dev_cmd_wait(ionic, DEVCMD_TIMEOUT);
+		mutex_unlock(&ionic->dev_cmd_lock);
+		if (err) {
+			netdev_err(netdev,
+				   "download failed offset 0x%x addr 0x%lx len 0x%x\n",
+				   offset, offsetof(union ionic_dev_cmd_regs, data),
+				   copy_sz);
+			NL_SET_ERR_MSG_MOD(extack, "Segment download failed");
+			goto err_out;
+		}
+		offset += copy_sz;
+
+		if (offset > next_interval) {
+			devlink_flash_update_status_notify(dl, "Downloading",
+							   NULL, offset, fw->size);
+			next_interval = offset + (fw->size / IONIC_FW_INTERVAL_FRACTION);
+		}
+	}
+	devlink_flash_update_status_notify(dl, "Downloading", NULL, 1, 1);
+
+	devlink_flash_update_status_notify(dl, "Installing", NULL, 0, 2);
+
+	mutex_lock(&ionic->dev_cmd_lock);
+	ionic_dev_cmd_firmware_install(idev);
+	err = ionic_dev_cmd_wait(ionic, DEVCMD_TIMEOUT);
+	ionic_dev_cmd_comp(idev, (union ionic_dev_cmd_comp *)&comp);
+	fw_slot = comp.fw_control.slot;
+	mutex_unlock(&ionic->dev_cmd_lock);
+	if (err) {
+		NL_SET_ERR_MSG_MOD(extack, "Failed to start firmware install");
+		goto err_out;
+	}
+
+	devlink_flash_update_status_notify(dl, "Installing", NULL, 1, 2);
+	mutex_lock(&ionic->dev_cmd_lock);
+	ionic_dev_cmd_firmware_install_status(idev);
+	err = ionic_dev_cmd_wait(ionic, IONIC_FW_INSTALL_TIMEOUT);
+	mutex_unlock(&ionic->dev_cmd_lock);
+	if (err) {
+		NL_SET_ERR_MSG_MOD(extack, "Firmware install failed");
+		goto err_out;
+	}
+	devlink_flash_update_status_notify(dl, "Installing", NULL, 2, 2);
+
+	devlink_flash_update_status_notify(dl, "Selecting", NULL, 0, 2);
+
+	mutex_lock(&ionic->dev_cmd_lock);
+	ionic_dev_cmd_firmware_activate(idev, fw_slot);
+	err = ionic_dev_cmd_wait(ionic, DEVCMD_TIMEOUT);
+	mutex_unlock(&ionic->dev_cmd_lock);
+	if (err) {
+		NL_SET_ERR_MSG_MOD(extack, "Failed to start firmware select");
+		goto err_out;
+	}
+
+	devlink_flash_update_status_notify(dl, "Selecting", NULL, 1, 2);
+	mutex_lock(&ionic->dev_cmd_lock);
+	ionic_dev_cmd_firmware_activate_status(idev);
+	err = ionic_dev_cmd_wait(ionic, IONIC_FW_ACTIVATE_TIMEOUT);
+	mutex_unlock(&ionic->dev_cmd_lock);
+	if (err) {
+		NL_SET_ERR_MSG_MOD(extack, "Firmware select failed");
+		goto err_out;
+	}
+	devlink_flash_update_status_notify(dl, "Selecting", NULL, 2, 2);
+
+	netdev_info(netdev, "Firmware update completed\n");
+
+err_out:
+	if (err)
+		devlink_flash_update_status_notify(dl, "Flash failed", NULL, 0, 0);
+	release_firmware(fw);
+	devlink_flash_update_end_notify(dl);
+	return err;
+}
diff --git a/drivers/net/ethernet/pensando/ionic/ionic_main.c b/drivers/net/ethernet/pensando/ionic/ionic_main.c
index f1fd9a98ae4a..4b4ff885ebf8 100644
--- a/drivers/net/ethernet/pensando/ionic/ionic_main.c
+++ b/drivers/net/ethernet/pensando/ionic/ionic_main.c
@@ -361,17 +361,22 @@ int ionic_dev_cmd_wait(struct ionic *ionic, unsigned long max_seconds)
 	 */
 	max_wait = jiffies + (max_seconds * HZ);
 try_again:
+	opcode = idev->dev_cmd_regs->cmd.cmd.opcode;
 	start_time = jiffies;
 	do {
 		done = ionic_dev_cmd_done(idev);
 		if (done)
 			break;
-		msleep(5);
-		hb = ionic_heartbeat_check(ionic);
+		usleep_range(100, 200);
+
+		/* Don't check the heartbeat on FW_CONTROL commands as they are
+		 * notorious for interrupting the firmware's heartbeat update.
+		 */
+		if (opcode != IONIC_CMD_FW_CONTROL)
+			hb = ionic_heartbeat_check(ionic);
 	} while (!done && !hb && time_before(jiffies, max_wait));
 	duration = jiffies - start_time;
 
-	opcode = idev->dev_cmd_regs->cmd.cmd.opcode;
 	dev_dbg(ionic->dev, "DEVCMD %s (%d) done=%d took %ld secs (%ld jiffies)\n",
 		ionic_opcode_to_str(opcode), opcode,
 		done, duration / HZ, duration);
@@ -396,7 +401,7 @@ int ionic_dev_cmd_wait(struct ionic *ionic, unsigned long max_seconds)
 	err = ionic_dev_cmd_status(&ionic->idev);
 	if (err) {
 		if (err == IONIC_RC_EAGAIN && !time_after(jiffies, max_wait)) {
-			dev_err(ionic->dev, "DEV_CMD %s (%d) error, %s (%d) retrying...\n",
+			dev_dbg(ionic->dev, "DEV_CMD %s (%d), %s (%d) retrying...\n",
 				ionic_opcode_to_str(opcode), opcode,
 				ionic_error_to_str(err), err);
 
