diff --git a/builder/Makefile b/builder/Makefile
index 3238f8c2..7b04ee38 100644
--- a/builder/Makefile
+++ b/builder/Makefile
@@ -131,7 +131,7 @@ build_image: FORCE
 		PROFILE="$(PROFILE)" KDIR="$(PROFILE_KDIR)" TARGET_DIR="$(TARGET_DIR)" BIN_DIR="$(BIN_DIR)" TMP_DIR="$(TMP_DIR)"
 
 image: FORCE
-	$(MAKE) image/$(PROFILE) V="$(OPENWRT_VERBOSE)" $(if $(PACKAGES),USER_PACKAGES="$(PACKAGES)")
+	$(MAKE) image/$(PROFILE) OPENWRT_VERBOSE="$(OPENWRT_VERBOSE)" $(if $(PACKAGES),USER_PACKAGES="$(PACKAGES)")
 
 .SILENT: prepare image