Yes. create a shared folder for additional drivers (if you don't already have one), and add DPINST32.EXE to the root of that folder. Then have your drivers under a subfolder. Then map a drive to the shared folder, and run the following:
mappeddriveletter\DPINST.EXE /sa /sw /se /path "mappeddriveletter\subfolder"
That should install just like you were doing it through Device Manager.
-- I add a line to the unattend.xml file through the Provisioning Template. Then this line kicks off a batch file that does all sorts of things. I found it easier to leave my image pretty barebones, and make small tweaks and things from my batch file. That way I am not always changing my image.