diff --git a/dib/extra-hardware/package-installs.yaml b/dib/extra-hardware/package-installs.yaml
index 12029e9..82687ee 100644
--- a/dib/extra-hardware/package-installs.yaml
+++ b/dib/extra-hardware/package-installs.yaml
@@ -1,4 +1,3 @@
-biosdevname:
 ethtool:
 fio:
 hdparm:
@@ -8,3 +7,6 @@ pciutils:
 sdparm:
 smartmontools:
 sysbench:
+
+biosdevname:
+    when: IPA_DISTRO_FAMILY = rh
diff --git a/dib/ironic-python-agent-ramdisk/environment.d/01-debian-ipa.bash b/dib/ironic-python-agent-ramdisk/environment.d/01-debian-ipa.bash
new file mode 100644
index 0000000..bb697e8
--- /dev/null
+++ b/dib/ironic-python-agent-ramdisk/environment.d/01-debian-ipa.bash
@@ -0,0 +1,8 @@
+# IPA is built with non-free firmware by default.
+export DIB_DEBIAN_COMPONENTS=${DIB_DEBIAN_COMPONENTS:-main,contrib,non-free}
+
+if [[ $DIB_DEBIAN_COMPONENTS =~ non-free ]]; then
+    export IPA_DEBIAN_NONFREE=true
+else
+    export IPA_DEBIAN_NONFREE=false
+fi
diff --git a/dib/ironic-python-agent-ramdisk/package-installs.yaml b/dib/ironic-python-agent-ramdisk/package-installs.yaml
index 3b4206c..99e5c6a 100644
--- a/dib/ironic-python-agent-ramdisk/package-installs.yaml
+++ b/dib/ironic-python-agent-ramdisk/package-installs.yaml
@@ -36,6 +36,23 @@ linux-firmware:
   phase: post-install.d
   when: IPA_DISTRO_FAMILY = rh
 
+firmware-linux-free:
+  when: DISTRO_NAME = debian
+firmware-misc-nonfree:
+  when:
+    - DISTRO_NAME = debian
+    - IPA_DEBIAN_NONFREE = true
+intel-microcode:
+  arch: x86_64
+  when:
+    - DISTRO_NAME = debian
+    - IPA_DEBIAN_NONFREE = true
+amd64-microcode:
+  arch: x86_64
+  when:
+    - DISTRO_NAME = debian
+    - IPA_DEBIAN_NONFREE = true
+
 # Packages that should not normally be present on IPA images
 cloud-init:
     phase: post-install.d
diff --git a/releasenotes/notes/debian-firmware-1927601ebb779bc4.yaml b/releasenotes/notes/debian-firmware-1927601ebb779bc4.yaml
new file mode 100644
index 0000000..45e8efd
--- /dev/null
+++ b/releasenotes/notes/debian-firmware-1927601ebb779bc4.yaml
@@ -0,0 +1,13 @@
+---
+fixes:
+  - |
+    Free firmware is now installed by default on Debian DIB builds.
+  - |
+    No longer tries to install ``biosdevname`` on non Red Hat systems
+    (dropped from Ubuntu after Bionic, never present in Debian).
+upgrade:
+  - |
+    Non-free firmware is now installed by default on Debian DIB builds.
+    Change the available repositories to disable:
+
+      export DIB_DEBIAN_COMPONENTS=main
diff --git a/roles/ipa-build-dib-image/tasks/main.yaml b/roles/ipa-build-dib-image/tasks/main.yaml
index bbec891..b8826b4 100644
--- a/roles/ipa-build-dib-image/tasks/main.yaml
+++ b/roles/ipa-build-dib-image/tasks/main.yaml
@@ -12,6 +12,13 @@
     - image_distro in ["centos-minimal", "centos"]
     - not image_target_name
 
+- name: Generate a nice target name for Debian
+  set_fact:
+    image_target_name: debian
+  when:
+    - image_distro in ["debian-minimal", "debian"]
+    - not image_target_name
+
 - name: Generate image name
   set_fact:
     image_name: ipa-{{ image_target_name | default(image_distro, true) }}-{{ ipa_branch_path }}
diff --git a/zuul.d/ironic-python-agent-builder-jobs.yaml b/zuul.d/ironic-python-agent-builder-jobs.yaml
index 817f9fd..cd7331e 100644
--- a/zuul.d/ironic-python-agent-builder-jobs.yaml
+++ b/zuul.d/ironic-python-agent-builder-jobs.yaml
@@ -39,6 +39,15 @@
       image_distro: 'centos'
       image_release: 8
 
+- job:
+    name: ironic-python-agent-build-image-dib-debian
+    parent: ironic-python-agent-build-image-base
+    required-projects:
+      - openstack/diskimage-builder
+    vars:
+      image_type: 'dib'
+      image_distro: 'debian-minimal'
+
 - job:
     name: ironic-python-agent-check-image-base
     parent: base
@@ -119,7 +128,13 @@
       - openstack/diskimage-builder
     vars:
       image_type: 'dib'
-      image_distro: 'debian'
+      image_distro: 'debian-minimal'
+
+- job:
+    name: ironic-python-agent-check-image-dib-debian-extra
+    parent: ironic-python-agent-check-image-dib-debian
+    vars:
+      extra_elements: ["extra-hardware"]
 
 - job:
     name: ironic-python-agent-check-image-dib-ubuntu
diff --git a/zuul.d/project.yaml b/zuul.d/project.yaml
index cd50a26..871097c 100644
--- a/zuul.d/project.yaml
+++ b/zuul.d/project.yaml
@@ -13,13 +13,13 @@
         - ironic-python-agent-check-image-dib-centos8
         - ironic-python-agent-check-image-dib-centos8-extra
         - ironic-python-agent-check-image-dib-centos7
+        - ironic-python-agent-check-image-dib-debian
+        - ironic-python-agent-check-image-dib-debian-extra
         # Non-voting jobs
         - ironic-python-agent-check-image-dib-centos7-python3:
             voting: false
         - ironic-python-agent-check-image-dib-fedora:
             voting: false
-        - ironic-python-agent-check-image-dib-debian:
-            voting: false
         - ironic-python-agent-check-image-dib-ubuntu:
             voting: false
         - ipa-tempest-wholedisk-bios-ipmi-direct-dib-src:
@@ -40,8 +40,11 @@
         - ironic-python-agent-check-image-dib-centos8
         - ironic-python-agent-check-image-dib-centos8-extra
         - ironic-python-agent-check-image-dib-centos7
+        - ironic-python-agent-check-image-dib-debian
+        - ironic-python-agent-check-image-dib-debian-extra
     post:
       jobs:
         - publish-openstack-python-branch-tarball
         - ironic-python-agent-build-image-tinyipa
         - ironic-python-agent-build-image-dib-centos8
+        - ironic-python-agent-build-image-dib-debian