This isn't even remotely the case. The most popular functional languages are substantially faster than the most popular imperative languages.
Haskell or OCaml both smoke the top 3 imperative languages: Python, Java, JavaScript.
The "conceit" is trading the conceptual model most people learn in high school/trade programming classes for correctness, with little to no bearing on performance.
> Rust is, as far as I'm aware, the first language that allows you to deploy functional concepts as zero-cost abstractions.
This is definitely not the case. You can deploy zero-overhead functional concepts in C++ using template programming, constexprs, etc. Also, "zero-overhead" compared to what? Plenty of functional language have abstractions that can reasonably be described as zero-overhead, like newtypes in Haskell or functorial modules in OCaml. You can even translate the non-monomorphically-recursive subset of Haskell to pure hardware, which is pretty much the definition of "zero overhead".
This article reads more like a regurgitation of taglines than original thinking.