diff --git a/drivers/pci/access.c b/drivers/pci/access.c
index affb83b..531bc69 100644
--- a/drivers/pci/access.c
+++ b/drivers/pci/access.c
@@ -220,8 +220,13 @@
 			return 0;
 		}
 
-		if (time_after(jiffies, timeout))
+		if (time_after(jiffies, timeout)) {
+			dev_printk(KERN_DEBUG, &dev->dev,
+				   "vpd r/w failed.  This is likely a firmware "
+				   "bug on this device.  Contact the card "
+				   "vendor for a firmware update.");
 			return -ETIMEDOUT;
+		}
 		if (fatal_signal_pending(current))
 			return -EINTR;
 		if (!cond_resched())