It may be that you need to port OpenWrt to the device. Each device needs a complete hardware description as even the same chips can be "wired up" differently on different boards. Even with the same consumer name, different versions may require different firmware. Sometimes even within the same version if something as simple as the manufacturer of the flash changes. Past how the board is wired, it is also how the data is stored on the flash by the manufacturer. There is no "standard" place for things like MAC addresses or cal data. Flashing the wrong image can overwrite this data, which, un less backed up, can't be recovered and is different for each individual unit produced, even among the same product name and version.