I want to like the sedan but from the rear it reminds me way too much of the Ford Fusion. Now the hatch... that looks like what you expect an Impreza to look like, not because its a hatch but it looks like a subaru, not like a Ford.
All they need to do is revise the tail light design and that alone might help.
But we'll see come time for a mid-cycle refresh since I doubt they'll do anything soon, the Impreza has a strong following and should help it launch with good sales volume. How it maintains that sales volume is what we should look out for.