diff --git a/kiwi/builder/__init__.py b/kiwi/builder/__init__.py
index 1fb6838dfff..53128a09fa7 100644
--- a/kiwi/builder/__init__.py
+++ b/kiwi/builder/__init__.py
@@ -63,7 +63,7 @@ def new(
             return builder.__dict__[builder_name](
                 xml_state, target_dir, root_dir, custom_args
             )
-        except Exception:
+        except Exception as issue:
             raise KiwiRequestedTypeError(
-                f'Requested image type {image_type} not supported'
+                f'Requested image type {image_type} not supported: {issue}'
             )