diff --git a/Makefile b/Makefile
index 717090e..8889f9a 100644
--- a/Makefile
+++ b/Makefile
@@ -26,10 +26,28 @@ CONTROLLER_GEN = go run ${PROJECT_DIR}/vendor/sigs.k8s.io/controller-tools/cmd/c
 ARCH ?= $(shell go env GOARCH)
 
 CONTAINER_RUNTIME ?= docker
+USE_DOCKER ?=
+ifeq ($(CONTAINER_RUNTIME), docker)
+	USE_DOCKER = -docker
+endif
+
 BUILDER_IMAGE ?=
-REGISTRY ?= gcr.io/k8s-staging-karpenter-cluster-api
-TAG ?= latest
-IMG ?= $(REGISTRY)/karpenter-clusterapi-controller:$(TAG)
+
+BUILDX_CMD ?= $(CONTAINER_RUNTIME) buildx
+IMG_BUILD_CMD ?= $(BUILDX_CMD) build
+
+IMG_REGISTRY ?= gcr.io/k8s-staging-karpenter-cluster-api
+IMG_NAME ?= karpenter-clusterapi-controller
+IMG_REPO ?= $(IMG_REGISTRY)/$(IMG_NAME)
+IMG_TAG ?= $(shell git describe --tags --dirty --always)
+IMG ?= $(IMG_REPO):$(IMG_TAG)
+
+ifdef EXTRA_TAG
+IMG_EXTRA_TAG ?= $(IMG_REPO):$(EXTRA_TAG)
+endif
+ifdef IMG_EXTRA_TAG
+IMG_BUILD_EXTRA_OPTS += -t $(IMG_EXTRA_TAG)
+endif
 
 all: help
 
@@ -50,16 +68,28 @@ generate: gen-objects manifests ## generate all controller-gen files
 karpenter-clusterapi-controller: ## build the main karpenter controller
 	go build -o bin/karpenter-clusterapi-controller cmd/controller/main.go
 
-.PHONY: image
-image: ## Build manager container image
-	$(CONTAINER_RUNTIME) build --build-arg BUILDER_IMAGE=$(BUILDER_IMAGE) --build-arg ARCH=$(ARCH) . -t $(IMG)
-
-.PHONY: image-push
-image-push: ## Push the manager container image to the container registry
-	$(CONTAINER_RUNTIME) push $(IMG)
-
-.PHONY: release-staging ## Build and push the staging image to the registry.
-release-staging: image image-push
+# https://github.com/containers/buildah/issues/4671
+# podman/buildah does not support "buildx build --push"
+# Remove all this extra logic when it does
+.PHONY: image-build
+image-build:
+	$(IMG_BUILD_CMD) -t $(IMG) \
+		--build-arg BUILDER_IMAGE=$(BUILDER_IMAGE) \
+		--build-arg ARCH=$(ARCH) \
+		$(IMG_BUILD_EXTRA_OPTS) .
+	$(CONTAINER_RUNTIME) push $(IMG) $(IMG_EXTRA_TAG)
+
+.PHONY: image-build-docker
+image-build-docker:
+	$(IMG_BUILD_CMD) -t $(IMG) \
+		--build-arg BUILDER_IMAGE=$(BUILDER_IMAGE) \
+		--build-arg ARCH=$(ARCH) \
+		$(PUSH) \
+		$(IMG_BUILD_EXTRA_OPTS) .
+
+.PHONY: image-push # Push the manager container image to the container IMG_REGISTRY
+image-push: PUSH=--push
+image-push: image-build$(USE_DOCKER)
 
 .PHONY: manifests
 manifests: ## generate the controller-gen kubernetes manifests
diff --git a/cloudbuild.yaml b/cloudbuild.yaml
index cc39afb..ea83dac 100644
--- a/cloudbuild.yaml
+++ b/cloudbuild.yaml
@@ -1,20 +1,22 @@
 # this prevents errors if you don't use both _GIT_TAG and _PULL_BASE_REF,
 # or any new substitutions added in the future.
 options:
-  substitution_option: ALLOW_LOOSE
+  substitutionOption: ALLOW_LOOSE
 steps:
 - name: 'gcr.io/k8s-staging-test-infra/gcb-docker-gcloud:latest'
   entrypoint: make
   env:
-    - TAG=$_GIT_TAG
+    - IMG_REPO=gcr.io/k8s-staging-karpenter-cluster-api/karpenter-clusterapi-controller
+    - IMG_TAG=$_GIT_TAG
+    - EXTRA_TAG=$_PULL_BASE_REF
+    - DOCKER_BUILDX_CMD=/buildx-entrypoint
   args:
-    - release-staging
+    - image-push
 substitutions:
   # _GIT_TAG will be filled with a git-based tag for the image, of the form vYYYYMMDD-hash, and
   # can be used as a substitution
   _GIT_TAG: '0.0.0'
   # _PULL_BASE_REF will contain the ref that was pushed to to trigger this build -
-  # a branch like 'master' or 'release-0.2', or a tag like 'v0.2'.
+  # a branch like 'main' or 'release-0.2', or a tag like 'v0.2'.
   _PULL_BASE_REF: 'main'
-images:
-- 'gcr.io/k8s-staging-karpenter-cluster-api/karpenter-clusterapi-controller:$_GIT_TAG'
+timeout: 1200s # 20 minutes