nickp mentioned some alternatives, basically verified C or model-driven development for cases where it really matters.
Anyway, if we stick to standard commercial projects, I'd say the languages I enumerated are solid C++ (and Rust) competitors, because C++ at least isn't used to develop only super-performant or low-level bit twiddling SW, and I don't see why Rust would be either.
Obj-C was a solid C++ competitor on anything Apple and now Swift maybe even more so. It's a great language that can get you 95% there and I can almost guarantee that the remaining 5% won't be Rust, but rather C or C++.
Same goes more or less for Android with Java or Kotlin. Having a GC didn't stop them from becoming the platform standard, despite the embarassing growing pains they had.
It's really a game of platforms. Almost no one would pick a language because it's memory-safe, it's just a standard feature for most kinds of software developed nowadays.
For the SW where Rust and C++ would both be good fit (gaming?, audio, video, etc), C++ is entrenched and it's very unlikely that companies will have to justify using it instead of Rust in 2019 or 2020, erc when it's already the default in the first place.