My turn.
Dirge: Original concept on the Coneheads. Unique transformation and look, and a great addition to the Decepticon airfleet. Awesome altmode too, we need a Harrier. And how is it Animated style?
Bludgeon: Great and much needed update. Clever design that makes him look a robotic skeleton in a robotic samurai armor. The headsculpt is a bit weird, but it can be replaced. Clever transdformation too.
Brawn: Robot mode fits the character of the guncrazy bruiser. Even the head makes him look like he's a trooper that belongs on the front lines, and he has the armor to protect himself, unlike Ironhide who is still rather exposed.
Lockdown: The TFA deluxe was underwhelming and the character deserved better. This figure is just that. Undoubtedly him, but even more badass, and the movie detailing looks great on him. Far more poseable as well, less things popping off...Just great overall.
Mindwipe: The altmode isn't Earthly, but still looks great and could work as a Cybertronian altmode, or even a prototype stealth jet. The robot mode especially looks wicked and oozes personality with his perfect mix of bulk and lankiness. A great headsculpt too, thanks to the three crazy eyes behind his visor, and his colors really work as well.
Ratchet: Reeks of a planned voyager that was downscaled, but he's going to be in robot mode anyways. Great accuracy to the actual CGI model, and he fits in with voyager Prime, Starscream and Megatron scale-wise.
To be honest, I am enjoying these original designs far more then the actual movie designs. No wacky designs, no unnecessary weirdness....If this is the best that Hasbro can offer, then I hope they crank out more.