You could write a 100-line python script that compiles from your custom language to C code and it's still be better than C. There's lots of ways to re-use existing tooling and the bar really isn't that high for better languages
Why do you think more of these projects don't take this approach? I would be 10x more likely to try one in a professional setting if I knew the portion I was taking chance on was source translation layer, and I could rely on the well tested and supported C infrastructure.
I was considering this for my programming language but I will most likely not use it because it makes optimisations and garbage collection harder, and the C would not be human readable (just look at the output of the chicken compiler for an example) so there's not a huge benefit. C-- could be an option but it isn't very active or well used.
In terms of relying on tested and supported infrastructure lots of these projects use llvm.