I think the most significant difference is that Rust is much closer to a functional language than to something like C.
They just don't want to market it as a functional language because their targets are mostly C programmers, and most of those would never accept one.
Look at the main features: (almost) everything is an expression, pattern matching, type inference, actor-based concurrency, higher-order functions and closures, that's the kind of things you mostly find in functional languages.
Is Rust going to fix everything? Of course not. Is it going to succeed in the long term? No one knows.
But it is certainly interesting.