diff --git a/esphome/__main__.py b/esphome/__main__.py
index 770c1a8fcf..43b5504704 100644
--- a/esphome/__main__.py
+++ b/esphome/__main__.py
@@ -2,6 +2,7 @@
 import argparse
 from datetime import datetime
 import functools
+import importlib
 import logging
 import os
 import re
@@ -336,6 +337,13 @@ def check_permissions(port):
 
 
 def upload_program(config, args, host):
+    try:
+        module = importlib.import_module("esphome.components." + CORE.target_platform)
+        if getattr(module, "upload_program")(config, args, host):
+            return 0
+    except AttributeError:
+        pass
+
     if get_port_type(host) == "SERIAL":
         check_permissions(host)
         if CORE.target_platform in (PLATFORM_ESP32, PLATFORM_ESP8266):