The Bengals are changing their offensive philosophy under first-year NFL coordinator Jay Gruden, officially hired by the club on Thursday. Gruden will install a West Coast offense emphasizing short passing and a power running attack.

“We have to run the ball between the tackles,” said Gruden in his introductory press conference Thursday. “We have to be a physical team up front. We’re going to challenge our offensive line to be physical. We’re not going to spread out and go no-huddle every down and throw the ball 65 times a game.

“I intend on pounding the ball.”

Gruden’s offensive plan aligns with the preferred philosophy of Bengals head coach Marvin Lewis. Lewis was unhappy with last year’s attempt at a pass-happy offense featuring both “stars” of the T.Ocho Show.

Gruden also expressed confidence in quarterback Carson Palmer, whose arm strength hasn’t been the same since he opted against Tommy John surgery following the 2008 season. This offseason, Palmer requested a trade.

“I think everybody’s positive (about Palmer) coming back,” said Gruden. “There are obviously issues right now with the quarterback, but I think everyone is hopeful we can get a deal done where he comes back and he plays like Carson can play.”