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BQ27510EVM: BQ27510 - Target Not in ROM Mode

Part Number: BQ27510EVM
Other Parts Discussed in Thread: BQEVSW

Tool/software:

I am trying to place the BQ27510DRZT into ROM mode to install the FW via the bqEVSW, but every time I keep getting a "Target not in ROM mode!" after sending data block 0x000F with I2C command 0x00. The device is UNSEALED and in FULL ACCESS mode. Any thoughts on what is preventing this?